Three UK use Everywhere in new ad campaign

[Phil Lee]

Three UK are using Everywhere in a new ad campaign on YouTube and Twitter:

<iframe width="560" height="315" src="http://www.youtube.com/embed/Ekr05T9Iaio" frameborder="0" allowfullscreen></iframe>

http://youtu.be/Ekr05T9Iaio

[Sanne2]

Pretty hilarious!

[ButterCookie]

I saw this earlier and absolutely lost it. My tears were of joy and laughter. wtf?!

[Phil Lee]

It's the best use of an FM song in an ad ever.

[michelej1]

http://www.marketingweek.co.uk/news/three-launches-fleetwood-mac-dancing-horse-ad/4005866.article

By Lara O'Reilly for Marketing Week, March 1, 2013

Three launches Fleetwood Mac dancing horse ad

Three is launching its major first brand campaign for four years, featuring a dancing Shetland Pony, as it looks to boost brand preference against its big spending rivals.

The mobile operator is shifting from focusing on value to pushing out its brand values in the multi-million pound push, after undertaking several months of research into its target audience and their interests. The company did launch a campaign in November 2011 around its network benefits, but the latest campaign eschews mention of product at all. The last major brand campaign was in 2009.

Tom Malleschitz, Three marketing director, admitted to Marketing Week the company has “lacked brand consideration” among what it internally calls the “early majority” segment - people who want smartphones but are not necessarily early adopters.

He added the company has not run such a sizeable campaign in years because it has been investing in building its network, improving customer service and building “proof points” around its brand before “shouting loud” about them.

Malleschitz says: “We are still the relatively new kids on the block and our marketing budget needs to work harder [than our rivals] because we are smaller. We have invested and built up our network for four to five years and in our customer services - because Three was in a different shape four to five years ago. Changing the perception of us from this to a great network takes time but this will change and has already changed a great amount in the last couple of years.”

Research conducted by BrainJuicer and commissioned by Three found its target audience loves sharing videos and photos via their mobiles with friend -particularly animals in funny situations.

A TV ad, created by Wieden + Kennedy, features a Shetland Pony moonwalking to “Everywhere” by Fleetwood Mac, who recently announced they were reforming. It carries the strapline “Silly Stuff. It Matters”.

The ad will be supported by a web based app hosted on YouTube called ponymixer.com, which encourages users to “mix up” the ad with different songs and animals and share their mixes with friends - with the best customisations featuring in additional marketing activity. It will also feature outdoor, in cinema and on Three’s social media channels. Mindshare handled media planning and buying.

Three has also partnered with The Guardian’s online edition to launch a new section called “Keep on Internetting”, which will core the most liked, shared and mentioned content online. Media was planned and bought by Mindhsare.

The push comes ahead of the wider rollout of 4G beyond EE by operators Three, O2 and Vodafone.

Malleschitz explains Three will not hero the 4G spectrum it acquired earlier this month in Ofcom’s auction as the company believes it already has “ultrafast” technology.

He adds: “We already have an ultrafast network which is the answer to all the techhy talk. We truly believe tecchy language is something we should avoid. Our customers want a reliable, fast network that should be available for the whole country with no premium.”

[SteveMacD]

I wish they'd quit saying "Fleetwood Mac is reforming" or referring to Mick, John, Lindsey or Stevie as "former members".

Although, in light of Benny XVI, saying that "Fleetwood Mac is reforming" might make for one helluva funny t-shirt.

[PenguinHead]

I wish they'd quit saying "Fleetwood Mac is reforming" or referring to Mick, John, Lindsey or Stevie as "former members".

Although, in light of Benny XVI, saying that "Fleetwood Mac is reforming" might make for one helluva funny t-shirt.

I also find it very annoying. It reveals total ignorance about the how the band works. Granted, there are large spaces of time between the band's activities, but any time they do something, the press calls it a reunion, reforming, rejoining, etc... Maybe they should call this next go around the REFORM TOUR 2013!

[WildHearted]

I also find it very annoying. It reveals total ignorance about the how the band works. Granted, there are large spaces of time between the band's activities, but any time they do something, the press calls it a reunion, reforming, rejoining, etc... Maybe they should call this next go around the REFORM TOUR 2013!

"The Reformation."

[RickRobert]

Tusk takes a biggg hit. So does Mirage. Rumours still the best :cool:

[Artemis]

Tango by a country mile.

[mitzo]

TITN. Solid gold from Christine, and Big Love from Lindsey.

[bluefox4000]

Tusk wins easy.....i'm just a Lindsey Die-hard.

Mick

[bluecalmsea]

I was between Tango and Rumours. Tango lost because of Family Man and You & I Part II.

[WildHearted]

No, mine are the same. My top 3 in no real particular order are Fleetwood Mac, Rumours, and Tusk.

[Jondalar]

Guess Everywhere is charting now in England because of this.

<iframe width="560" height="315" src="http://www.youtube.com/embed/Ekr05T9Iaio" frameborder="0" allowfullscreen></iframe>

[bombaysaffires]

I like how the horse has a blonde mane ;)

[FierySequences]

Am I just seeing things? how did these 2 threads get meshed together?

[Phil Lee]

That's weird. Why has a poll been tacked on to my thread about Three?

[Ulpian]

UK TOP 100 SINGLES CHART
# 87 (NEW) Fleetwood Mac - Everywhere

Chi-ching! :D

The ad is growing on me.

[michelej1]

From Mashable.com
http://mashable.com/2013/03/04/sheland-pony-viral-ad/

Todd Wasserman/7 hours ago

A video of a plucky Shetland Pony doing the moonwalk to Fleetwood Mac's "Everywhere" has become an unlikely YouTube hit, propelling the sponsor, UK telecom Three, to international fame.

The video, which has gotten 1.2 million views since it hit YouTube on Feb. 28, shows the cute pony strutting his stuff in the Shetland's breathtaking landscape and then taking a break when a farmer in a tractor pulls up. A caption at the end states "Silly Stuff. It matters." To prolong the viral success, the company is floating the hashtag #DancePonyDance and inviting fans to produce their own mashups at ponymixer.com.

That site lets you choose from several musical genres, including "boy band" and punk. But, sorry, there's no "Harlem Shake" option at the moment.

[elle]

That's weird. Why has a poll been tacked on to my thread about Three?

probably wrong 2 threads were merged by mistake. there was already a thread about everywhere pony commercial, and one of the mods probably tried to merge it with yours so there's no redundancy but they merged the wrong thread.

[Phil Lee]

probably wrong 2 threads were merged by mistake. there was already a thread about everywhere pony commercial, and one of the mods probably tried to merge it with yours so there's no redundancy but they merged the wrong thread.

You're probably right. My thread was the first Three thread so the thread was merged into it.

[FierySequences]

the pony is cute, but I'm still not sure what this commercial is promoting? :shrug:

[Phil Lee]

It's promoting the Three mobile phone network in the UK. It's to raise brand awareness rather than advertise their services directly.

[ButterCookie]

Christine has seen it :D

http://wklondon.typepad.com/welcome_to_optimism/2013/03/moonwalking-pony-goes-viral-wins-praise-from-fleetwood-mac.html

Moonwalking Pony Goes Viral, Wins Praise From Fleetwood Mac

Our moonwalking pony ad for Three mobile is now topping the global viral charts. Second Sync, which analyzes Twitter conversations, says that the video generated 14,000 tweets within five hours of its internet premiere on Friday.

But even more excitingly, we got a telephone call from Martin Wyatt, manager of Christine McVie of Fleetwood Mac, the writer and performer of the song 'Everywhere' that soundtracks the ad. He told us that Christine is "absolutely thrilled to bits" that we used ‘Everywhere’ and wanted to congratulate whoever made the decision to use it in the ad. She "absolutely loves" the ad and has been "glued to the TV all weekend" waiting for it to come back on. Our Three team is a bit starstruck and overwhelmed at this news.

[GoldDustBoy]

Check the Itunes rock charts. Everywhere is no. 1 in the UK and Ireland. Other FM songs are charting too.

[elle]

Check the Itunes rock charts. Everywhere is no. 1 in the UK and Ireland. Other FM songs are charting too.

nice! :thumbsup:

[FierySequences]

Christine has seen it :D

But even more excitingly, we got a telephone call from Martin Wyatt, manager of Christine McVie of Fleetwood Mac, the writer and performer of the song 'Everywhere' that soundtracks the ad. He told us that Christine is "absolutely thrilled to bits" that we used ‘Everywhere’ and wanted to congratulate whoever made the decision to use it in the ad. She "absolutely loves" the ad and has been "glued to the TV all weekend" waiting for it to come back on. Our Three team is a bit starstruck and overwhelmed at this news.

uhmm, forgive my stupidity, but if CM sold her catalog, who would have been the one to release this for use? Mick?

I'm a bit overwhelmed that she is "glued to the TV", I thought Chris was in LA right now? :shrug:

[Phil Lee]

Everywhere is #16 in the overall iTunes singles chart in the UK with Greatest Hits at #29 in the album charts too.

[michelej1]

Daily Mail
http://www.dailymail.co.uk/news/article-2288798/Is-funniest-advert-year-Shetland-pony-moonwalking-Fleetwood-Mac-internet-smash.html
One slick pony! Shetland that moon-walks to Fleetwood Mac is an internet smash

Dancing Shetland pony has racked up millions of YouTube hits

Ad for mobile network 3 described as 'best thing ever' by fans
Mari Williamson, the owner of the stallion Socks, told of her pride

By Kerry Mcdermott PUBLISHED:21:29 EST, 5 March 2013

As the government's austerity programme rolls on, and the UK tightens its belt, Britain is a nation in need of something to smile about.

And it seems a Shetland pony moon-walking to the strains of an '80s pop tune could be just the thing.

An advert for mobile internet firm 3, which sees a pony tapping its hooves to Everywhere by Fleetwood Mac, has been lauded as 'the best thing ever' by fans on Twitter.

The quirky clip has racked up more than two million YouTube hits in less than a week.

'Seeing the dancing pony advert brightens up my day,' said Twitter user @_5ophie, while @Lozzaap tweeted that it would 'always be my favourite advert'.

Another fan, @Anthonyshaw_, posted: 'Love that dancing pony in the new 3 advert', adding 'It'll probably be in a lasagne by next week though' - referencing the recent horse meat scandal.

Today, Mari Williamson, the owner of Socks told of her pride.

Mrs Williamson, 42, who runs the Benston stud farm on Shetland, said she was amazed at the five-year-old's new found fame.

He was even given the VIP treatment during the shoot by having his own hairdresser who attached 40 clips to his locks for each day of filming.

Mrs Williamson was approached last year to supply the ponies for the advert, which was filmed on the cliffs of Eshaness on the islands.

She said: 'The reaction has been incredible, we have had phone calls and emails from all over the world. I thought they did a terrific job with the advert and it was surreal watching it for the first time.

'Socks is a plucky pony who just loves attention and I think that's why he was picked out to be the star. He spent a week filming the advert and he took it all in his stride.

'It's gone viral now with millions of people watching him but he is blissfully unaware and is keeping his hoofs firmly on the ground.'

Socks was prepared for his starring role for two weeks by local animal trainer Elaine Tait, who told how she taught him to 'moonwalk' by giving him carrots as gifts.

She said: 'Since I only had two weeks in order to get Socks ready to moonwalk, I had to work quickly to gain his trust.

'I had to encourage him to go up on his rear legs as well - usually this is something that a trainer tries to get his horse or pony not to do, but because of the choreography of the ad, it was something we had to do.

'In order to get him to paw the ground, which is probably one of the most important parts of the moonwalk process, I placed a facecloth to the ground that he would paw.

'Eventually, he would know to paw the ground without the facecloth being there.'

The moonwalking Shetland horse advert was filmed by award-winning filmmaker Dougal Wilson, famed for his tear-jerking festive films for John Lewis.

Local hairstylist Bjoern Larson fitted Socks with extensions and used luxury products on him for the shoot.

One of Mrs Williamson's other ponies, Hugh, also starred on the advert, which launched during Coronation Street last week.

However, she insisted that despite his fame she will not be cashing in by selling Socks.

She added: 'He has never been for sale and I won't be selling him no matter what the price.

'He's a very special little pony.'

Mash-up versions of the popular advert have also been cropping up on YouTube, including one in which the Fleetwood Mac song has been replaced by Michael Jackson's Billie Jean, and another which sees the pony trotting to the sounds of Teenage Kicks by The Undertones.


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[Bryan]

http://www.bbc.co.uk/radio1/chart/update/singles

Who would have thought? Fleetwood Mac returning to the UK top 20 for the first time in...25 years? I hate ad campaign gimmicks though,they're tantamount to brainwashing

[TheWILDheart]

Fantastic to see "Everywhere" up in the charts. With this up on the top 20 and "Rumours" hitting #3 in the album charts, it really seems that 2013 really is the year of Fleetwood Mac

[Sleepless-Child]

I checked itunes in France, it is #116 in the rock chart. trust me, this is a big deal :D.
I've seen the ad on several french news websites.

[Ulpian]

http://www.bbc.co.uk/radio1/chart/update/singles

Who would have thought? Fleetwood Mac returning to the UK top 20 for the first time in...25 years? I hate ad campaign gimmicks though,they're tantamount to brainwashing

Amazing! I hate gimmicky ad stuff too, but I'm sadly very excited about Everywhere storming back up where it belongs :blob2:

Rather mischievously I wonder if casual UK fans will want Everywhere to be played at the concerts later this year?! Maybe a hastily organised LB/SN version will follow? ;)

[michelej1]

uhmm, forgive my stupidity, but if CM sold her catalog, who would have been the one to release this for use? Mick?



Christine could only sell what rights she had. Maybe the buyers only have the right to her share of profits from use of the song (and she'd still get money as songwriter), but Fleetwood Mac might still control its use. I remember when they talked about Don't Stop used for Clinton, it wasn't as if only Christine made the decision -- although Bill Clinton didn't really need their permission, unless he was going to make a video or commercial with the song -- they all talked like they had a hand in approving it. Christine included, but not only Christine.

Michele

[Dragonfly]

Congrats to Fleetwood Mac and Christine -

Everywhere re-enters UK singles chart at #15:blob2:


http://www.handbag.com/celebrity/news/a464603/fleetwood-mac-score-first-top-20-hit-in-25-years-thanks-to-pony-advert.html

Rumours still in album chart at #19 and a re-entry (albeit in the low 90s) for their 'Best Of' too.

[michelej1]

Congrats to Fleetwood Mac and Christine -

Everywhere re-enters UK singles chart at #15:blob2:


This means their worst nightmare has come true. [Well, I don't think it was actually anything that ever occurred to them. They just used it as an excuse in 2003.] Christine has a hit song that everyone in the UK will be expecting to hear in concert this fall and they won't be able to play it.

Well, they could play it, but it won't sound very good.

Michele

[elle]

This means their worst nightmare has come true. [Well, I don't think it was actually anything that ever occurred to them. They just used it as an excuse in 2003.] Christine has a hit song that everyone in the UK will be expecting to hear in concert this fall and they won't be able to play it.

:lol: :lol: love it!! what goes around comes around, say stupid stuff and it will come back to bite you! ;) :cool:

[michelej1]

http://www.handbag.com/celebrity/news/a464603/fleetwood-mac-score-first-top-20-hit-in-25-years-thanks-to-pony-advert.html

Fleetwood Mac score first top 20 hit in 25 years thanks to pony advert

Mar 10th 2013, 18:05 | By Tom Miller

Three UK's 'Dance Pony Dance' campaign has thrust 'Everywhere' up the charts.

Fleetwood Mac have scored their first top 20 hit in 25 years thanks to Three UK's 'Dance Pony Dance' campaign.

'Everywhere' climbed 72 places up the singles chart to number 15 in the past week. It previously reached number 4 in the chart in 1988.

[WildHearted]

This means their worst nightmare has come true. Christine has a hit song that everyone in the UK will be expecting to hear in concert this fall and they won't be able to play it.

:lol: Amazing.

They should just play the pony video on the screen and the band can take a bathroom break. Or moonwalk. Either one.

[Dragonfly]

This means their worst nightmare has come true. [Well, I don't think it was actually anything that ever occurred to them. They just used it as an excuse in 2003.] Christine has a hit song that everyone in the UK will be expecting to hear in concert this fall and they won't be able to play it.

Well, they could play it, but it won't sound very good.

Michele

I did think that myself:D

They could have used 'Tango In The Night' or even 'Tusk' - wrong animal but a dancey kind of track!

[michelej1]

Well, this will only up the ante for the Macsters to prevail upon Christine to do something in England. There will be even more arm-twisting than there was before.

Michele

[KarmaContestant]

Today was the first time I watched this commercial. It's cute.

Funny story here - last night my boyfriend asked me if I had seen the new commercial with the Fleetwood Mac song and the horse in it. I asked him "Landslide?"

"No," he said, "some other song." and hands me his iPhone to watch it. It wasn't what I expected, and I was a bit horrified.

:laugh:

So - there's a parody version of this commercial, where the pony ends up in a slaughterhouse/trailer (?) at the end, which is, I guess, poking fun at the horse-meat scandals in recent weeks?

<iframe width="560" height="315" src="http://www.youtube.com/embed/JM75eXq_FQE" frameborder="0" allowfullscreen></iframe>

[Ulpian]

This means their worst nightmare has come true. [Well, I don't think it was actually anything that ever occurred to them. They just used it as an excuse in 2003.] Christine has a hit song that everyone in the UK will be expecting to hear in concert this fall and they won't be able to play it.

Well, they could play it, but it won't sound very good.

Michele

I thought that too, Michele! How awful for them ;) Their excuse back in the SYW era comes to haunt them...

[michelej1]

This Daily Mail UK article explains that they used Everywhere because it was a mobile ad they liked the omnipresent message. Also, they wanted a song that would appeal to young and old.

http://www.dailymail.co.uk/news/article-2294226/Hooves-clever-boy-How-Socks-adorable-moonwalking-Shetland-pony-global-superstar.html

[Dragonfly]

Am just listening to the UK top 40 singles chart to see where 'Everywhere' is this week.

I think it will have dropped a few places but we'll see (missed the very start so if it's dropped quite a bit might have missed it).

Having not listened to the charts in full for many years I'm finding this very painful! Either I'm getting old or this stuff is just bl**dy awful! A bit of both I think:nod:

[Dragonfly]

Official:

Everywhere down to #29

Still, great that it made the top 20 last week again:D

[lettucesoap]

I've seen this ad twice in the cinema over the last week and both times everyone in there went mad for it! felt rather proud! Also looks awesome on a huge screen and of course it was very cool to hear Everywhere blaring out of the speakers! :D

[michelej1]

NME Hundred Best songs of the Eighties [this was only FM song to make the cut]

http://www.nme.com/list/100-best-songs-of-the-1980s/266358/page/10

#92

Released: February 1988

Penned by Christine McVie about new husband Eddie Quintela, it was McVie doing what she did best; a simple song about the joys of new love. Lindsey Buckingham’s typically progressive production covered the song in a glossy 80s sheen, and would lead to another massive hit for the band from their monolithic ‘Tango In The Night’ album.

[michelej1]

Top Twenty Most Share Advertisements by Christopher Ratcliff, Nov. 21, 2013

http://econsultancy.com/uk/blog/63840-top-20-most-shared-video-ads-of-2013?utm_medium=feeds&utm_source=blog

16. Three: The Pony #DancePonyDance: 1.06m

Combining the twin might of 2013’s most inexplicably favoured cultural references: Fleetwood Mac and tiny horses (also see Budweiser), this is Three playing to the trendiest common denominator.

[MoonSister75]

Christmas Pony! :D :laugh:


<iframe width="560" height="315" src="//www.youtube.com/embed/_hQjo3DPPi8" frameborder="0" allowfullscreen></iframe>

[Ulpian]

Christmas Pony! :D :laugh:


<iframe width="560" height="315" src="//www.youtube.com/embed/_hQjo3DPPi8" frameborder="0" allowfullscreen></iframe>

Love it!! :nod::nod:

[michelej1]

Here are the credits for our little pony:

http://lbbonline.com/news/threes-moonwalking-pony-gets-festive/

CAMPAIGN:

CLIENT Three
PROJECT NAME Pony Christmas
SYNOPSIS OF SPOT A Shetland pony moonwalking through a snowy countryside, with hints of Christmas touches popping up through out.
FORMAT 60 seconds
CLIENT CONTACT [email protected]
LAUNCH DATE 29th November
DURATION OF CAMPAIGN 1 month

W+K LONDON
Creative Directors Hollie Walker, Freddie Powell
Copywriter
Art Director
Producer Madeline Smith
Account Team Sophy Woltman, Nick Owen
Executive Creative Directors Tony Davidson / Kim Papworth
Agency Executive Producer Danielle Stewart

PRODUCTION
Production Company Blink
Director Dougal Wilson
Executive Producer
Line Producer
Director of Photography

EDITORIAL
Editorial Company
Editor
Post Producer
Post Executive Producer

VFX
VFX Company MPC
VFX Supervisor Jake Mengers
Flame Artist Tom Harding
VFX Producer Josh King
Titles/Graphics

MUSIC + SOUND DESIGN
Music+Sound Company Christine McVie/Fleetwood Mac
Composer
Sound Designer
Song (if applicable) Everywhere
Producer

MIX
Mix Company Wave
Mixer Jack Sedgewick
Producer

[michelej1]

Tensnake's Spotify Playlist from the Coca-Cola Unbottled Blog

http://www.coca-colacompany.com/coca-cola-music/what-does-happiness-sound-like-hear-tensnakes-spotify-playlist

http://i300.photobucket.com/albums/nn2/michelej1/Christine%20McVie/tensnake_zps51b0e791.jpg (http://s300.photobucket.com/user/michelej1/media/Christine%20McVie/tensnake_zps51b0e791.jpg.html)

5. We believe that happiness is better shared; please can you pick a song from your playlist and tell us who you’d like to share it with?

Fleetwood Mac – ‘Everywhere’ - It’s a great song and the lyric, “I wanna be with you everywhere”, that’s how I feel about my girlfriend! When you are on the road, this is wishful thinking.

[michelej1]

[Christine haunts this guy everywhere. This is a Wired Magazine article about what you hear when there's silence]

http://www.wired.com/2015/05/big-question-can-silence-make-hear-things-arent/

Wired by Bryan Gardiner May 19, 2015

In 2008, while sitting alone in a dark, sound proof room at Bell Labs in New Jersey, Abumrad heard a swarm of bees and the Fleetwood Mac song, “Everywhere.” The bees came first, about five minutes after Abumrad had sealed himself inside the chamber. During his hourlong stay, other faint sounds—like wind blowing through trees and an ambulance—seemed to appear and vanish from one or both of his ears. After about 45 minutes, Abumrad began to hear distant lyrics to a song, a song that sounded as if it was coming from a neighbor’s house: Ohhhhh Iiiii, I wanna be with you everywhere.

“The room is quiet, my head apparently is not,” he said in a followup post on Radiolab’s website.

“For a long time it was assumed that sound simply enters the ear and goes up to the brain,” says Trevor Cox, a professor of Acoustic Engineering at the University of Salford. “Well, there’s actually more connections coming down from the brain to the ear than there are going back up it.”

[michelej1]

This is what Stevie said about Everywhere in 1987:


I was just telling Chris that it's one of my very favorite songs that she's ever written and when the record was almost done I used to listen -- I didn't tell you this [she says speaking to Christine] -- I used to listen to it at sunrise. You know, when I'm always still up and the beginning of it? By myself. I would look up and say, 'this is kinda like God's little special effect'. The beginning of that song..and the sun would be coming up and I would just think how beautiful it was.