3G Operator Says "Summer Is Here"

Europe : 3's summer campaign kicks off with a passionate, creative film showing 3 as the young, fun network for "play".

Inset is Bob Fuller, the chief executive of 3 UK quoted below.

3's latest brand film - called "Milkmaid" - brings the "we like play" theme to life through a modern day fairytale with a twist. It stars an Asian milkmaid with strikingly big hands who dreams of fame on the basketball court. Having run away from home to attend a major basketball game, the heroine is encouraged by the crowd as she makes a dash for the ball herself.

Bob Fuller, 3's Chief Executive commented: "3 is a brand the video mobile generation wants to buy into - young, fun and different. This campaign continues to set us apart from the old networks. It centres around "play", a key theme we know our customers enjoy, whether that's playing the latest music videos, games or watching the fun live from the Big Brother House."

The ad is the third in a series of 3 ads which bring to life a new, magical world, inspired by "Asian Cool" where anything is possible. Previous themes include "we like sharing" and "we like music". In this latest campaign, 3 continues to communicate its brand passions thematically - this time telling a story that 3 shares its customers' passion for 'Play'.

The 'Milkmaid' ad was created through WCRS, by Leslie Ali, Simon Robinson and Jo Moore and directed by Fredrik Bond through MJZ.

The brand film will be supported by a multi-media campaign using TV, outdoor, press, radio airtime and promotions, online, in-store and an experiential drive to encourage interaction with the brand and bring the 'play' proposition to life.

The campaign airs today. For more information about 3's products and services, visit www.three.co.uk.

Campaign by WCRS - We Like Play
Creative Team - Leslie Ali, Simon Robinson & Jo Moore (Milkmaid) / Mat Fox & Mark Nicholson (Critters)
Group Director - Liz Darran
Start Date - 6th June 2005
Director - Fredrik Bond (Milkmaid)
Production Company - MJZ (Milkmaid) Passion Pictures (Critters)
Exposure - National TV & Satellite, National Press & Magazines, Radio, Outdoor, Online, Experiential.