The mobile phone service provider 3, will feature "Rocky" in its upcoming advertising campaign.

The advertising campaign which has been bagged by Glue London agency costs around £7 million and will feature in cinemas as well as on the TV.

It is believed that the ad is based on the Rocky IV movie, here the American hero travels all the way to Russia to face the huge and seemingly unbeatable Ivan Drago. This concept applies in the similar campaign.

The advertisements will be aired by the weekend and will run until the 21st June. This consignment has been made in agreement with Virgin Media's entertainment channel Virgin1, which has picked up the film series.

Meanwhile trade analysts believe that it still remains unsure that the adverts will be shown during the films also, it remains undisclosed if there will be a sponsorship deal or just an advertising campaign during the film's breaks.