As mobile phones are seemingly getting a hard time, criticized for how overuse of them hurts the quality of life, Three UK is taking on the cynics and bringing some balance to the debate with its new brand campaign, “Phones Are Good.”
To extol the virtues of smart phones, this Three spot directed by Ian Pons Jewell of Friend London for Wieden+Kennedy London humorously reimagines pivotal moments in history, demonstrating in each scene how much better things would have been if phones had been available–from starving cavemen ordering Deliveroo, to Henry VIII’s wives avoiding a dire fate thanks to Tinder.
Credits
Client Three UK Agency Wieden+Kennedy London Hollie Walker, creative director; Tom Bender, Tom Corcoran, creatives, Iain Tait, Tony Davidson, executive creative directors; Andy Wright, strategy director; Rachel Hamburger, strategist; Richard Adkins, TV producer; Aran Patterson, TV production assistant. Production Friend London Ian Pons Jewell, director; Luke Jacobs, exec producer; Jon Adams, producer; Mauro Chiarello, DP; Mark Connell, production designer; Ameena Callender, costume designer. Production Services Radioaktive Film. Editorial Cut+Run Ben Campbell, editor; Chris Hutchings, edit assistant; Ruth Minkley, edit producer. VFX Time Based Arts James Allen, VFX supervisor; Josh Robinson, VFX head of production; Sean Ewins, VFX production assistant; Luke Todd, lead VFX artist; Simone Grattarola, colorist; Matt Jackson, Leo Weston, David Birkhill, Stephen Grasso, Jamie Crofts, Flame artists; Leandro Vasquez, Matt Shires, Bernardo Varela, Sarah Breakwell, George Cressey, Ralph Briscoe, Manolo Perez, Nuke artists. Oscar Diez, James Spillman, Mike Battcock, Jon Park, James Mann, Nigel Timms, Daniel Davie, Gareth Bell, Cesar Eiji Nunes, David Loh, Michael Hunault, Federico Guzzardo, Florian Mounie, Dan Hope, CG artists; Lisa Ayla, Sylvie Minois, matte painters. Sound 750mph Sam Ashwell, Jake Ashwell, sound designers; Mary-Ann D’Cruz, sound producer. Music Supervision Mr. Pape John Connon, music supervisor.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
