Three's new advert reminds us of what we did with our telephones in 2020
The idea that our phones have played an important role in our lives this year is Three UK's Christmas campaign, your phone has seen a lot this year. Part of the campaign is a 30-second spot that in 2020 offers a unique view of the world from the perspective of our phones.
Created by London-based Wonderhood Studios, this is the agency's first work for the brand and is captured entirely through the lens of our phones. From kisses on video calls to zoom quiz dress-ups, tearful scrolls through the news timeline to the joys of working from home, every life event that the ad's protagonist went through this year will be Backed up by a choir-conducted song describing the relentless problems our phones have been through.
The spot is directed by HLA's Simon Ratigan who has worked on commercials for Lurpak, the NHS, Land Rover, Amazon and many more. “This project was an opportunity to throw the visual rulebook out of the window to capture life from the perspective of a cell phone,” says Ratigan. “It was also an opportunity to reinvent the world of mobile imagery and do it in a way that was both beautiful and cinematic. With light cameras, crazy angles, and a cast ready to disco one minute and bathe in front of a film crew the next, we got some amazing shots and had a lot of fun doing it. "
The light-hearted but authentic approach is an antidote to the flashy and tech-centric path many phone and tech companies are taking to sell their wares. It incorporates a more people-centered view and sums up some of the challenges we have all faced neatly this year.
Credits:
Agency: Wonderhood Studios
CCO: Aidan McClure
Creative Directors: Jack Croft, Stacey Bird
Production company: HLA
Directed by Simon Ratigan
DOP: Federico Alfonzo
VFX: Untold Studios
Sound: factory
Music: KO music