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Three trots onto TV screens with UK’s first moonwalking pony.

07 March 2013

New campaign celebrates the nation’s love of sharing silly stuff online.

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

Contact information.

James Rowe
Name
James Rowe
Job Title
Division
3 Monkeys
Phone
Fax
Mobile
Email
james.rowe@3-monkeys.co.uk
Follow @ThreeUK on Twitter for the latest product announcements.

About Three

Three is a communications company. We are focused on challenging the industry to make mobile better for everyone.

We want to give customers a quality mobile experience and address the industry issues that frustrate them. 

We were the first UK network to introduce all-you-can-eat data and offer 4G at no extra cost. We let customers roam abroad with their domestic bundle for no extra charge and do not charge for calling 0800 numbers.

We continue to look at ways of improving the experience we offer our customers.

Three carries over 45% of the UK’s mobile data. Our 3G network covers 98% of the UK population.

We launched 4G in 2014 and plan to have 50 cities and 200 towns covered by 4G by December 2014. By the end of 2015 98% of the population will be able to access 4G through a combination of new sites and deploying new spectrum.

Three 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.

Three employs over 4,400 people across its offices in Maidenhead, Glasgow and Reading and its 345 retail stores.

For more information visit www.three.co.uk.



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:

Karyn.Pankhurst@wk.com

Direct Line: 020 7194 7187

www.wklondon.com

Blog: www.Welcome2Optimism.com

Twitter: twitter.com/W2Optimism