Three UK is known for its quirky, fun and memorable campaigns, so it was of no great surprise to us here at apt when the mobile and broadband giant decided to solicit the help of Jackson the Muppet their ‘fluffy purple ambassador’ and East 17 to create this oddly empowering TV advert.
The advert opens with a rather melancholy scene where Jackson the Muppet is making his way around a city, with a stream of bad luck constantly coming his way. He feels down, dispirited and depressed because everything in the world seems to ‘just suck’. Halfway through the clip he seems to have an epiphany of sorts, where he realises that whatever is bad in the world should and can be made right! This is the pivotal point in the advert where the rain stops and the enthusiastic dance number starts along to the East 17 anthem ‘It’s Alright’ which as I’m sure you will agree, can put a positive spin on almost anything.
This new campaign aims to target all the complaints that people have with networking whilst giving a voice to all Three customers. CEO of the company Dave Dyson stated that “we want to entertain people with this advert, but also want to introduce a more serious message with the #makeitright campaign. Jackson might be a loveable puppet – but he was once downtrodden and treated unfairly – just like many mobile customers. At Three our purpose is to change that. We’re taking a stand to #makeitright […]”
This campaign is similar to Three’s previous campaigns such as 2013’s ‘The Pony’ and 2014’s ‘#SingItKitty’ that both featured cheesy pop songs and talking animals/characters. Whilst this advert is a cheerful and entertaining advert, the pledge and message behind it is still very prominent and here at apt we believe that this campaign will definitely promote change and that it is most certainly a step forward for the industry... if they deliver!