It's a part of a series of ads, the message being "choose 6 friends regardless of their service".. as in, you can choose six numbers to call for free, by listing them as your "friend" on the homepage of the phone company.
It's "punchline" is "don't get caught up in the details", which I think is rather nice.
Their earlier installments in this series of ads had them all dressed up as fruits, so when they added "queens" to it I saw a theme there (even if it's not as well done as one would ideally wish)...
The "argument" they're having is whether or not Cleopatra was a proper princess and whether she is an appropriate outfit for the poker game where all the other ones were dressed as princesses.
