Today Three have launched their newest advertising campaign that features a purple character called ‘Jackson’ and will air tonight at 9:30pm in the UK.
The 90 second ad campaign launches on Friday 5th June during Big Brother on Channel 5, with further scheduling throughout the weekend, including spots during 8 Out Of Ten Cats, Alan Carr Chatty Man and Emmerdale.
The new motto for the brand and advert is #makeitright where Three want to take on the challenges of the mobile industry….and if something sucks….they want to make it right.
The new ad, which is set to East 17’s nineties hit, ‘It’s Alright’, stars Jackson, a purple puppet created by the world famous Jim Henson’s Creature Shop, renowned for inventing The Muppets.
Dejected, beaten down and damp, Jackson cuts a sorry figure in the big dark city as the story unfolds. But as he reaches his lowest ebb, Jackson remembers an old family mantra, and is suddenly transformed. Galvanised into action, he then spreads the song’s reassuring message to characters in all sorts of sticky situations.
Just like Jackson, Three is leading a movement for positive change The network is rallying the British public to take a stand and unite against network gripes – from high roaming costs to charging a premium for 4G. When stuff sucks, Three is pledging to #makeitright.
Dave Dyson, CEO at Three, commented: “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 by not charging our customers to use their phones abroad in even more destinations, for example”.
The advert follows Jackson’s emotion-filled journey as he transforms from downtrodden puppet to that of revolutionary leader, raising his triumphant fist as a symbol to show anything is possible.
Jason Weber, Creative Supervisor of Jim Henson’s Creature Shop said: “Three came to us with a fun idea to create a puppet character that can express the way we all feel when things don’t go our way and then the exact opposite – the sheer exhilaration of believing anything is possible. Puppets are at their best when they emote familiar feelings or ideas that anyone can relate to and Jackson is definitely someone we can all connect with.”
Last year when Three’s 2014 viral advert #SingItKitty became a global hit, with more than 6 million hits on YouTube. The advert featured Starship’s power anthem, ‘We Built This City’, and turned a shared moment between a young girl and her adorably cute pet kitten into an epic journey that saw the duo belt out a powerful rendition of the song, whilst tearing up the cul-de-sac on a pink tricycle.
