Right. I’ve had a break immersing myself in the world of brand licensing for a week, more on that later, and now I can get back to the tunes. Three have unleashed this new ad on the UK and it is pure joy. I was lucky enough to work on the Three brand when it was being conjured up, back when 3G was very sci-fi, because they understood the importance of sonic branding. Then the realities of the very competitive UK mobile market kicked in and their advertising became very utilitarian, i.e. cheap ads about cheap tariffs. Now they are back to singing and dancing.
Last year they gave us a pony dancing to Fleetwood Mac’s “Everywhere” and it racked up over 8.5million views on YouTube. So for 2014 they give us a girl and a cat singing Starship’s “We Built This City”. We could examine the exploration of the brand’s values through music or the selection of the perfect sync but you know what I’m simply going suggest you enjoy Three’s Silly Stuff campaign and its contribution to the Cat genre on YouTube. It would be nice to see if next year they can come up with some creative using a Blobfish and The Smiths’ “Heaven Knows I’m Miserable Now“.