You may have thought you had a tough year in 2020, but spare a thought for your mobile phone. A new campaign from U.K. mobile brand Three acknowledges that it, too, has "seen a lot" in 2020, thanks to the pandemic.
The ad, by Wonderhood Studios, shows 2020 from the point of view of a phone, accompanied by the sound of a Christmas carol-like ditty by a choir, singing about all the things your phone went through. These include endless scrolling, video calls, quizzes, working from home while trying to entertain kids, and finally, dropping it.
“2020 has proved just how vital our phones have been—they have stuck with us throughout, and helped us stay connected to the people and things we love," says Aislinn O'Connor, marketing director at Three, in a statement. "Our new ad takes a light-hearted look at the journey our phones have been on this year, as we wanted to recognize the crucial role they have played."
The spot was directed by Simon Ratigan at HLA, who describs the project as "an opportunity to throw the visual rulebook out the window in order to capture life from the perspective of a mobile."
"It was also a chance to reinvent the world of mobile imagery and to do it in a way that was both beautiful and cinematic," adds Ratigan." With lightweight cameras, crazy angles, and a cast willing to disco dance one minute and bath in front of a film crew the next, we captured some amazing footage and had a lot of fun doing it."