The campaign, which runs across TV, radio, digital and outdoor, uses the tagline "changing mobile forever" and challenges the mobile industry to change its practices.
The first TV execution features the London-based lyricist Jason Hicks, aka Motet, talking about how he uses Skype on his 3 phone to stay in contact with his family in Barbados for free. As he talks, he walks through a montage of locations in the capital.
The print ads include long copy in the shape of a bull's head and a pillar of truth, or simply the words "lies" or "bull".
The campaign's premise is to challenge rival operators, which, 3 UK claims, have resisted the introduction of innovative service and pricing models.