Three teams up with will.i.am in new TV advert to launch dial
Following a streak of wildly popular campaigns, including 2014’s #SingItKitty and 2015’s rousing #MakeItRight, mobile network Three and Wieden+Kennedy have collaborated once again to advertise the launch of the world’s first voice operated device, the dial. The dial is available exclusively to the Three network and has been developed by i.am+, the fashion and technology brand from musician and entrepreneur will.i.am.
The dial, a next-generation wearable developed by i.am+, will be available at Three UK from May 13, 2016. In the spirit of Three, dial endeavours to set people free from technological constraints with its many features. Featuring the groundbreaking, voice-based AneedA platform in addition to a stunning selection of over 20 million music tracks available free of charge, dial is an intelligent new wearable that gives users the information and speed they expect from a smartphone — without being tethered to a smartphone.
To mark the arrival of dial at Three stores in the UK, Wieden+Kennedy has produced a bold 60” TVC that sees will.i.am and Jackson, the loveable hero of the #MakeItRight campaign, introducing the wearable to a dark, futuristic cityscape. Unleashed into the wilds of this urban environment by night, the unlikely cowboys gallop along to will.i.am’s new song “Superdope.”
Combining sweeping cinematic visuals with pulsating beats and the irresistible pairing of will.i.am and Three’s lovable puppet Jackson, the commercial was helmed by Daniel Wolfe of Somesuch, who previously directed #MakeItRight spot and film thriller Catch Me Daddy. A true intersection of film, music, and technology, the TVC is peppered with spirited action sequences, humour, excitement, and the same heart Jackson brought to #MakeItRight.
True to the core of Three and i.am+ alike, the commercial celebrates innovation, cultural change, and the thrilling new frontiers unlocked by technology. As will.i.am and Jackson spread the word about dial to curious teens, they bring to light the new possibilities opened up by the device, backed by an infectious new track as the soundtrack to future adventures.
Lianne Norry, Director of Brand & Communications at Three, said: “When will.i.am came to us with this opportunity we knew we couldn’t walk away from it, as we are on a mission to make mobile better for our customers. With i.am+ we’ve found something of a kindred spirit: another challenger brand that genuinely shares our ambition to push the envelope and make things right in the mobile world. The launch of dial represents a new era, and we couldn’t be more excited to share the new advert that celebrates our partnership.
Larry Seftel and David Day, Creative Directors at Wieden+Kennedy London, are equally excited about the latest commercial collaboration between Three and W+K, saying: “Collaborating with will.i.am has been a blast. It’s not often you get to work with the man who’s conceived the product, stars in the campaign, and writes the theme tune. To work on a project that fused technology, music, film — and Jackson! — all at once was creatively challenging and exciting, and we’re looking forward to sharing it.”
The commercial will debut on May 13, 2016, coinciding with the release of dial to Three stores nationwide.