Three UK use Everywhere in new ad campaign

[Phil Lee]

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



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/...005866.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.

[Jondalar]

Guess Everywhere is charting now in England because of this.

[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.



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?

[michelej1]

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

http://econsultancy.com/uk/blog/6384...tm_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!

[Ulpian]

Originally Posted by MoonSister75

Christmas Pony!

Love it!!

[michelej1]

Here are the credits for our little pony:

http://lbbonline.com/news/threes-moo...-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...otify-playlist



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]

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.