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.