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Time Travelling Phones Change History for the Better in New Three Ad

FRIEND London's Ian Pons Jewell and W+K London reimagine pivotal moments in history with 'Phones Are Good'

Time Travelling Phones Change History for the Better in New Three Ad

As mobile phones are seemingly getting a hard time, Three UK is taking on the cynics and bringing some balance to the debate with its new brand campaign 'Phones Are Good' from W+K London. 

In its new campaign launching today, Three tackles the topical debate that ‘phones are bad’ by humorously reimagining pivotal moments in history. Demonstrating in each scene how much better things would have been if phones had been available - from starving cavemen ordering Deliveroo, to Henry VIII’s wives avoiding execution thanks to Tinder. 

Shadi Halliwell, Chief Marketing Officer at Three, said: “At a time when we are being told to get off our phones, Three’s customers are actually using them three and a half times more than other providers. That’s because, unlike others, we understand how real people use their phones. And although we shouldn’t be on our phones 24/7, if it weren’t for our mobiles how would you find love lounging on the sofa? Buy new shoes while sitting on the toilet? Or get a chicken cooked, seasoned, garnished and delivered to your door at the drop of a hat?

“As the Best Network for Data, it is our duty to challenge the cynics, and help everyone see that Phones Are Good.”

Produced by Friend London, Phones Are Good will see a mobile-first launch on the morning of October 17th, on Three’s Twitter channel - @ThreeUK – as is fitting for the tone of the ad. The campaign will then go live across Instagram, Facebook, YouTube, digital, TV, cinema and OOH. 

The ad was directed by Ian Pons Jewell – famed for his work with Nike, Google and various music videos including Naughty Boy’s La La La. The campaign features brands such as Samsung, Instagram, Deliveroo, Snapchat, LinkedIn and Tinder. 

Speaking on its new brand campaign, Halliwell added: “The great thing about Phones Are Good is that we can all see a little bit of ourselves in this. Whether it’s ordering a cheeky takeaway on your way home, requesting an Uber for a five-minute walk or shopping on the loo. Phones are good because they make life easier, simpler and better. They connect us to the things and people we love. And they help us to experience more and live our best life.”

To support the campaign, Three has also commissioned London painter Reuben Dangoor, famed for painting today’s grime artists in 17th century grandeur, to exclusively reimagine historical figures and paintings through the mobile lens of today’s social media profile pictures. Reuben’s paintings will be exhibited at a bespoke gallery, open to the public at 13 Soho Square, London, from October 26-27, 2018.

Phones Are Good will also come to life through an art gallery-style takeover of Three’s key retail stores (in cities including Glasgow, Belfast, Manchester, Liverpool, Cardiff and London), with an exhibition of famous historical paintings reimagined with mobile technology from October 17. Customers are also invited to bring their well-loved phones in store to give them a much-needed bit of TLC in its pop-up Phone Spa experience (such as screen cleaning and protectors) in Three stores from the end of October.

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Executive Creative Director: Iain Tait, Tony Davidson

Creative Agency

Creative Agency: W+K London

Strategist: Rachel Hamburger

Creative Director: Hollie Walker

Group Account Director: Paulo Salomao

TV Producer: Richard Adkins

Account Director: Lauren Ivory

Creative: Tom Bender, Tom Corcoran

Design director: Ryan Teixeira

Senior Business Affairs Manager: Alex Coomer

Artworker: Jhy Turley

Print Producer: Rowan Ferraz

Planners: Lee Ramsay

Account Managers: Lara Wahab

Strategy Director: Andy Wright

Production Company

Production Company: Friend London

Director: Ian Pons Jewell

DOP: Mauro Chiarello

Producer: Jon Adams

Executive Producers: Luke Jacobs

Costume Designer: Ameena Callender

Head of Production: Josh Robinson

Production Designer: Mark Connell

Production Service

Production Service Company: Radioaktive Film


Edit Company: Cut & Run

Editor: Ben Campbell

Edit Assistant: Chris Hutchings

Producer: Ruth Minkley

Post Production / VFX

Post Production Company: Time Based Arts

Colourist: Simone Grattarola

VFX Supervisor: James Allen

Flame Artist: Matt Jackson, Leo Weston, David Birkhill, Stephen Grasso, Jamie Crofts

VFX Lead: Luke Todd

Post Production Assistant: Sean Ewins

Nuke Artist: Leandro Vazquez, Matt Shires, Bernardo Varela, Sarah Breakwell, George Cressey, Ralph Briscoe, Manolo Perez

CG Artist: Oscar Diez, James Spillman, Mike Battcock, Jon Park, James Mann, Nigel Timms, Daniel Davie, Gareth Bell, Cesar Eiji Nunes, David Loh, Michael Hunault, Federico Guzzardo, Florian Mounie, Dan Hope

Matte Painting: Lisa Ayla, Sylvie Minois


Music Supervision: John Connon @ Mr. Pape


Producer: Mary-Ann D’Cruz

Audio Post Company: 750mph

sound designer: Sam Ashwell, Jake Ashwell

Category: It, phones, Av and computers , Phones

Genre: Action , Comedy , Visual VFX