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Leading broadband provider 3 has unveiled a new multi-million pound advertising campaign with a film theme to promote its mobile internet deals.

The company's £7 million promotion is based across press, cinema and poster adverts and follows a theme loosely based on the story of Rocky IV, reports the Guardian.

It is hoped the campaign will highlight to the public that the quality of 3G network services has improved significantly since 3 first introduced them in 2003.

Marc Allera, Sales and Marketing Director at 3, said there had been problems with "perception and reputation".

"The challenge from a brand is that the perception is that of the company three or four years ago rather than the reality of today," he explained to the newspaper.

It was recently announced that 3 has revived its offer of a 15GB mobile broadband dongle for £15 a month.

Subscribers are also eligible to receive a £20 voucher from Top 10 Broadband.

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