TBWA/London has created a new ad for third-generation mobile phone company 3. The ad features the former Brookside actress Anna Friel, as predicted in Marketing Week last year (MW December 11, 2003). The multi-million pound campaign will be supported by outdoor, radio and press advertising. The ads, which break on Saturday (February 14) on ITV1 are aimed at 16- to 34-year-old consumers. Graeme Oxby, 3’s marketing chief, says the company chose Friel because she fits the brand’s qualities, as she is ‘playful and quirky’. The company has a lot riding on the success of this latest advertising campaign. By the end of last year the company had signed up just 250,000 customers – far short of its original target of 1 million.