Free telephone calls are now available in phone boxes in Brighton and Hove.
The only catch is callers will have to listen to 30-second adverts for Silhouette Books, Nimble Bread and Nestle's Starburst ice cream first.
Phone users can take advantage of the offer for a limited period of two weeks at any BT call box in Brighton and Hove.
To access a free 10p call, the user has to dial a special number, printed on the side of most phone boxes. Before dialling the number they wish to call, users then have to listen to the adverts.
The BT AdCall offer runs in 660 call boxes across the towns until Wednesday, September 13.
A spokesman said: "The good thing about AdCall is we get people to use our phones, the advertisers get people to listen to them and the user gets a free call. Everybody wins."
BT is trialling the system in Brighton. When it was first tested on the Isle of Wight, it attracted 47,000 users in a six-week period.
BT has also chosen Brighton and Hove to showcase its new e-mail text phones and the Multiphone, which can be used to search the internet.
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