UK operator 3 is encouraging its customers to use the video calling function on their mobiles using MMS.

The 3G specialist provides video calling across most of its offerings but in an effort to boost use of the service the operator decided to create three messages, urging customers to use the powerful function.

3, which has around 3 million subscribers, will link the MMS messages to a purpose built microsite where instructions on video calling are provided.

In one message, viewers can watch a drunken boss doing karaoke, the second shows a new born baby and the third asks for a partner’s approval on lingerie. Each advert uses the line: “Isn’t it time you learned how to video call?”