Continuing the theme of interesting mobile phone ads is the new one from 3.
Following in their quirky style (based on Japanese legends i believe), but it does very well to put across a real feeling and emotion that phones help you deal with.
In essence a man on a coach travelling away from his girlfriend. He speaks as a cloth like ribbon, that travels back to the girl and wraps around her.
The thing I love is that the ribbon acts like a hug, and it really (in one small detail) puts across how speaking to a loved one far away feels.
Its on a little too much now, but I still think it portrays its message and the feeling behind it very well.
I also love the tagline "Talk for hours not minutes". It perfectly cuts across the network idea of having xx minutes talktime, and really gives the impression that 3 offer more.