An unusually talented pony is the unlikely star of Three’s new advertising campaign, which launches tonight and celebrates the nation’s love of sharing the funny, quirky and downright daft content we find and share on the internet.
Directed by multi award-winning director, Dougal Wilson, and created by advertising agency Wieden+Kennedy, the ad carries the strapline, ‘Silly stuff. It matters.’, and stars Socks, one of the Shetland Isle’s famed ponies.
Filmed in the Shetlands and set to the much loved 80’s track, ‘Everywhere’ by Fleetwood Mac, viewers soon realise that this is no ordinary pony. With a scrape of a hoof and a flick of his Rod Stewart-esque mane, Socks breaks into an effortless moonwalk across a picturesque Scottish field.
The ad builds on Three’s appreciation for the country’s love of sharing, particularly when it comes to cute animal pictures, the second most shared type of mobile content* – aiming to bring a smile to inboxes, newsfeeds and Twitter streams across the UK. It recognises sharing as a modern day gesture that builds friendships, cements relationships and lets those we care about know they’re on our minds.
The 17 day campaign launches tonight at 19.45 on ITV 1, during Coronation Street and features a combination of 60 and 30 second versions. Viewers with a beady eye will have already spotted the three second and four second TV teasers of Socks’ scraping hooves and flaring nostrils.
To inspire the act of sharing even further, a web-based app hosted on YouTube, ponymixer.com, has been created which encourages people to join the fun and create their own customised dancing Socks. From rock star to boy band, you can choose from eight genres of music, along with a variety of backgrounds and props, before adding a personalised message and sharing via social media.
Tom Malleschitz, Marketing Director at Three said: “Our customers choose Three because we are known and loved for being the network built for the internet. In every day life we might take sharing content for granted, but at Three we know that discovering, passing on or receiving the unexpected can bring a smile to your face at just the right time. That’s why we wanted to create something special that people will want to share, while knowing that they can rely on us for an Ultrafast internet connection and great value.”
Notes to editors.
* Study by BrainJuicer in January/February 2013
Follow @ThreeUK on Twitter for the latest product announcements.
Three is a communications company focused on bringing the benefits of the internet to mobile. We offer attractive pricing, all-you-can eat data packages, market-leading devices and a network built for data. Combined, this gives our customers the widest choice of ways to stay connected to the mobile internet.
Our high speed, DC-HSDPA network already covers 80% of the UK population and we will be adding LTE 4G services to the network later this year. HSPA+ technology, covers 98% of the UK population. We will add 4G to our network from December 2013, with 50 cities covered by the end of 2014 and 98% of the population covered by 4G by the end of 2015.
Today, we have over 13,400 sites in our network and plan to add another 5,000 by 2015 to bring improved mobile internet capacity to more people in more places than ever.
Three UK is a member of the HWL group of companies, with investments in mobile operations in Australia, Austria, Denmark, Hong Kong, Indonesia, Ireland, Italy, Macau, Sri Lanka, Sweden and Vietnam.
To find out how we intelligently manage data traffic on our network, please visit www.three.co.uk/trafficsense
For more information on our new Pay-As-You-Go tariff, please visit: http://www.three.co.uk/Store/Pay_As_You_Go_Price_Plans
Wieden + Kennedy London is part of the independent Wieden + Kennedy worldwide network. International clients include Nike, P&G, Honda, Coca-Cola and Levi’s. UK clients include Tesco, Three, and Arla Foods.
For further information about Wieden+Kennedy please contact Karyn Pankhurst:
Direct Line: 020 7194 7187