In previous campaigns such as Sing It Kitty and Pony, U.K. mobile brand Three and W&K London have focused on the internet's love of silly things. Now, they're back with another funny ad, but this time with a manifesto to shake up the mobile industry.
The spot, directed by Daniel Wolfe through Somesuch, features a purple muppet called Jackson (created by Jim Henson's Creature Shop) who's having a hard time in the big city until he remembers his Mom and Pop's advice before he left the farm: Make It Right. He then pops up singing along to pop anthem "It's Alright," by '90s British boyband East 17, resassuring people that it's all OK in an increasingly ridiculous variety of scenarios where things are going badly wrong. They range from a spilt ice cream to a car hanging off a cliff, a man sinking in quicksand and a woman terrorized by an enormous snake in her kitchen. The tagline is "When Stuff Sucks, Make It Right."
The point of all of this is not just to make us laugh but to kickstart a campaign hashtagged #MakeItRight, in which Three will address issues in the mobile industry, such as poor signal, high roaming charges and charging for 4G. The TV spot directs viewers to an online "manifesto" video which sees Jackson speaking out in a press conference. And starting June 12, Three will start "solving" mobile problems out and about across the UK. For example, it will put up large Jackson statues that provide free Wi-Fi, and special interactive bus shelters that dispense free phone charging units.