When it comes to capturing what people love about the internet, U.K. mobile brand Three did it perfectly a couple of years ago with its moonwalking pony ad. Now, the brand and agency Wieden & Kennedy London have turned their attention to Snapchat, with a campaign that seems certain to delight fans of the platform in a similar way.
Starting with a TV ad, it introduces a new creature: the Puggerfly. It's an adorable twerking pug that sprouts butterfly wings and learns how to fly, accompanied by (somewhat randomly) a voiceover by John Goodman and the sounds of Toto's "Africa." The fun spot, with CGI by the Mill, features Snapchat graphics galore, including rainbow waterfalls, as Goodman's narration informs us how on Three, you won't run out of data and can still be a social butterfly.
The Puggerfly is not, however, just the star of the ad, he's also a Snapchat "augmented reality pet" that will feature in seven consecutive daily lenses for users. Users in the U.K. will be able to interact with the digital pup, following its story as it transforms into the Puggerfly during the course of a week. Snapchatters will be able to feed their pet bones, clear up its rainbow-colored poop and watch it twerk as part of the various lenses.
The branded lenses will be amplified by apromotional push running from April 26 to May 31, with a media plan from Mindshare. It includes the TV spot, press, digital and social advertising, and an out-of-home campaign including a huge airborne Puggerfly soaring high in a Liverpool shopping mall.