Maisie Williams Shows the Stark Reality of Black Spots in Three's New Campaign
Three and London-based creative agency Gravity Road has today announced a new social campaign,starring Hollywood actress MaisieWilliams, for its new 4G Super-Voice technology, that combats blackspots -areas where there has traditionally been little or no mobile signal. The short film is a funny parody of global beauty commercials, using the clichés of skincare testimonial advertising to showcase how the new technology from Three can help eradicate these mobile network ‘blackspots’.
Within the film, Maisierelays an emotional testimonial piece to camera explaining how Three helped herescape the trauma of network blackspots leaving her coverage clear and clean.The parody beauty ad includes a, “Here’s the science bit,” montage featuring nonsensicalgraphics. And, in a rare move, the film also features genuine personal archivephotography of Maisie Williams as a child when she, “Had no friends and nostylist.”
The film was directed by Chris Faith the multi-award winning comedy director, who’s previous credits include TV comedies as well as commercials. Gravity Road was appointedas Three’s retained social and content agency in December last year.
Gravity Road founding partner,Mark Eaves, said: “This has been great fun to make, backed by a client that waswilling to push the boundaries
"Maisie’s been upfor the gag since first seeing the idea, and she injected lots of her ownpersonality and creativity into the project. It brings 4G Super-Voice to life whilsttaking a comical aim at the tired stereotypes that pervade beauty advertising.”
Lianne Norry, director of brand and communications at Three, said: “When Gravity Road approached us with the beauty parody angle we absolutely loved it! It was an added bonus that we managed to secure interest from Maisie, who was brilliant to work with and took the script to a new level. We’ve taken a completely new approach in how to articulate the benefits of 4G Super-Voice in a fun and simple way. We are very proud of what we have achieved here and hope that the public like it as much as we do!”
Executive Creative Directors: Mark Eaves, Mark Boyd
Creative Agency: Gravity Road
Producer: Joanna Osborn
Art Director: Shruti Veeramachineni
Account Director: Scott Broekhuyse
Director: Chris faith (Fat Lemon)
Producer: Josephine Gallagher (Fat Lemon)