This wild glimpse into the 5G future includes emoji water, face filters and a Lewis Capaldi hologram

Three spot from W+K London predicts the outlook's not so bleak for post-Brexit Britain

Published On
Feb 26, 2020

Editor's Pick

Mobile brand Three takes a playful look how 5G could make the future brighter for post-Brexit U.K. in its latest ad, a follow-up to its "Phones are good" campaign that started in 2018. 

The three-minute film, by Wieden & Kennedy London, starts with an exhausted woman making her way through the rain to her gloomy apartment, where she turns on the TV to see news headlines stating that the outlook for the U.K. is "Not OK." However, we're then taken on a wormhole journey that gives a different perspective. 

Among the future predictions depicted are a boy ordering an "emoji water" from a store using a "face filter" to make him look older; a robot cabin attendant on a flight to the moon who delivers a hot towel out of her face; a woman ordering up hologram of singer Lewis Capaldi; and a giant vegan Greggs sausage roll vending machine. And of course, it ends with soccer team England—or rather a robotic version of it—winning the World Cup.

Directed by Ian Pons Jewell via Academy, the spot is stuffed with surreal blink-and-you'll miss it jokes (like ex EastEnders actor Shaun Williamson winning an Oscar, as well as the moon craft being called "Spacey McSpaceface").

The film breaks first on Twitter, in a mobile-first approach, and will go on to air across social media, breaking on TV Feb. 27 during primetime shows. It's also running across OOH and in Three's retail stores.


Feb 26, 2020
Client :
Agency :
Wieden & Kennedy-London
Lead Client :
Jolene Sickelmore
Lead Client :
Lee Marsh
Lead Client :
Alice Hall
Creative Director :
Hollie Walker
Creative :
Adam Newby
Creative :
Will Wells
Executive Creative Director :
Iain Tait
Executive Creative Director :
Tony Davidson
Group Account Director :
Matt Owen
Account Director :
Pat Nally
Account Manager :
Lara Wahab
Account Executive :
Oliver Rosicourt
Strategy Director :
Michael Hines
Strategist :
Vincent Johnson
Strategist :
Lauren Ivory
TV Producer :
James Laughton
Print Producer :
Cara Swindell
Design Director :
Ryan Teixeira
Lead Designer :
Alex Thursby-Pelham
Artworker :
Claire McGloin
Senior Business Affairs Manager :
Alex Coomer
Production Company :
Director :
Ian Pons Jewell
Executive Producer :
Simon Cooper
Producer :
Jon Adams
Director of Photography :
Mauro Chiarello
Production Designer :
Robin Brown
Costume Designer :
Ameena Callender
Service Company :
Radioaktive Film
Edit Company :
Cut & Run
Editor :
Ben Campbell
Edit Assistant :
Chris Hutchins
VFX Company :
The Mill
Executive Producer :
Alex Fitzgerald
Producer :
Dan Crozier
Shoot Supervisor :
Adam Droy Wes
Shoot Supervisor :
Chris Mortimer
VFX Supervisor :
Adam Droy
VFX Supervisor :
Gianluca Di Marco
Lead VFX Artist :
Adam Droy
Colorist :
Alex Gregory
Sound Company :
String and Tins
Sound Designer :
Will Cohen
Music Supervisor :
Laura-Leigh Smith

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