Henry the Eighth on Tinder? Three makes the case for phones throughout history

U.K. mobile brand answers the anti-phone brigade with humorous spot

Published On
Oct 17, 2018

Editor's Pick

If you're a mobile phone brand, how do you address the growing negative publicity around phones? Some try to join the club by encouraging people to switch their phones off sometimes (like this 2015 Verizon holiday ad). But in a humorous new spot, U.K. mobile brand Three takes aim at the phone haters by imagining how different history might have turned out with the benefit of smartphones.

The ad, by Wieden & Kennedy London, recreates famous historical moments such as the sinking of the Titanic; in the new version, the captain averts disaster by seeing the iceberg ahead on a traffic app. Then there's Henry the Eighth, flicking through Tinder to choose his wives and discarding most of the ones he divorced or beheaded. There are also cavemen ordering Deliveroo, Eve resisting the serpent because she's eyeing up Adam on Instagram, someone filming Moses parting the Red Sea and more. 

Ian Pons Jewell directed the spot via Friend, and it will break first on mobiles via Twitter, followed by other social platforms, digital, TV, cinema and OOH. To support the campaign, Three has also commissioned London painter Reuben Dangoor, famed for painting today’s grime artists in seventeenth century grandeur, to exclusively reimagine historical figures and paintings with social media profile pictures. The paintings will be exhibited at a bespoke gallery in Soho, London from October 26-27. 

Shadi Halliwell, Chief Marketing Officer at Three, says in a statement: “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."

Credits

Date
Oct 17, 2018
Client:
Three
Agency:
Wieden & Kennedy-London
Creative Director:
Hollie Walker
Creative:
Tom Bender
Creative:
Tom Corcoran
Executive Creative Director:
Iain Tait
Executive Creative Director:
Tony Davidson
Group Account Director:
Paulo Salomao
Account Director:
Lauren Ivory
Account Manager:
Lara Wahab
Strategy Director:
Andy Wright
Strategist:
Rachel Hamburger
Comms Planner:
Lee Ramsay
TV Producer:
Richard Adkins
TV Production Assistant:
Aran Patterson
Print Producer:
Rowan Ferraz
Design Director:
Ryan Teixeira
Artworker:
Jhy Turley
Senior Business Affairs Manager:
Alex Coomer
Production Company:
Friend London
Director:
Ian Pons Jewell
Executive Producer:
Luke Jacobs
Producer:
Jon Adams
Director of Photography:
Mauro Chiarello
Production Designer:
Mark Connell
Costume Designer:
Ameena Callender
Service Company:
Radioaktive Film
Edit Company:
Cut & Run
Editor:
Ben Campbell
Edit Assistant:
Chris Hutchings
Edit Producer:
Ruth Minkley
VFX Company:
Time Based Arts
VFX Supervisor:
James Allen
VFX Head of Production:
Josh Robinson
VFX Production Assistant:
Sean Ewins
Lead VFX Artist:
Luke Todd
Colorist:
Simone Grattarola
Flame Artist:
Matt Jackson
Flame Artist:
Leo Weston
Flame Artist:
David Birkhill
Flame Artist:
Stephen Grasso
Flame Artist:
Jamie Crofts
Nuke Artist:
Leandro Vazquez
Nuke Artist:
Matt Shires
Nuke Artist:
Bernardo Varela
Nuke Artist:
Sarah Breakwell
Nuke Artist:
George Cressey
Nuke Artist:
Ralph Briscoe
Nuke Artist:
Manolo Perez
CG Artist:
Oscar Diez
CG Artist:
James Spillman
CG Artist:
Mike Battcock
CG Artist:
Jon Park
CG Artist:
James Mann
CG Artist:
Nigel Timms
CG Artist:
Daniel Davie
CG Artist:
Gareth Bell
CG Artist:
Cesar Eiji Nunes
CG Artist:
David Loh
CG Artist:
Michael Hunault
CG Artist:
Federico Guzzardo
CG Artist:
Florian Mounie
CG Artist:
Dan Hope
Matte Painter:
Lisa Ayla
Matte Painter:
Sylvie Minois
AFX:
Jess Gorick
AFX:
Stu Greenwood
AFX:
Andrei Veriotti
AFX:
Laurence Mence
Sound Company:
750mph
Sound Designer:
Sam Ashwell
Sound Designer:
Jake Ashwell
Sound Producer:
Mary-Ann D’Cruz
Music Supervisor:
John Connon

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