Paws for thought: Three unveils new TV ad celebrating the nation’s love for sharing silly stuff.
The new ad is set to Starship’s eighties power anthem, ‘We Built This City’, and turns a shared moment between a young girl and her adorably cute pet kitten into an epic and emotion-filled journey that sees the duo belt out a powerful rendition of the song whilst tearing up the cul-de-sac on a pink tricycle.
Last year the mobile network’s 2013 viral sensation #DancePonyDance became a global hit, with more than 8.3million hits on YouTube. This year Three is hoping that it has got the formula right once again and you become immersed in a world of fun.
You can also create your own 80s inspired content via an innovative web-based app hosted at www.SingItKitty.co.uk, allowing you to star in your very own version of the ad. The app uses clever face-morphing technology that seamlessly portrays fans and their friends singing along to the music. People can then share the hilarious results on social media using the #SingItKitty hashtag.
The #SingItKitty campaign continues to encourage the UK to share silly stuff, from funny memes or selfies, to cute animal pictures. Brits love to share content that will make you smile and bring people closer together [1]. Recent research from Three reveals people in the UK share 3.8 million online photos and videos of funny and cute cats every day.
Tom Malleschitz, marketing director at Three, commented: “Last year we were blown away with the runaway success of our moonwalking pony, Socks. As the network built for the internet we understand people’s behaviour online and know that cute, silly, or unexpected images and videos are what make people tick. We are very excited to launch this advert and hope it will simply bring a smile to your face when you watch it. And the app is an experience that you automatically want to share with friends and family because it’s just straightforward fun!”
The 60 second ad campaign launches today on This Morning on ITV1 along with premier scheduling throughout the weekend, including spots during Take Me Out and the new series of The Only Way is Essex. It was created by leading London advertising agency, Wieden & Kennedy London who were also behind the #DancePonyDance advert. Three’s new ad was directed by acclaimed filmmakers, Traktor.
[1] Study by BrainJuicer in January/February 2013
Notes to Editors
Contact information.
| Name | Three Consumer PR Team |
| Phone | 020 7234 9150 |
| three@cowpr.com |
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.
Follow @ThreeUK on Twitter for the latest product announcements.
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