The DDB Australia's 'Call me' spot depicts a man and woman separated by distance who turn to 3's mobile video technology to share an intimate moment. In the ad the woman takes off some, but not all, of her clothing while her boyfriend strips down to his underwear at the other end of the phone. The ad ends with the woman saying she will call her boyfriend in the morning.
"Our research found that many of our customers find video calling a popular way to stay in touch visually when they are away from each other," 3's advertising and communications manager Rochelle Abood said. "In producing 'Call me', we wanted to have a bit of fun." DDB senior account director Jody King said the fun approach gave the ads a novel edge.