UK – UK phone network Three is envisaging a vibrant, multi-layered future of living in the UK – all thanks to the power of 5G.
Created by Wieden + Kennedy London, the experimental ad promotes Three’s 5G network. In the three-minute campaign, Three images a bright, post-Brexit future for the UK, and the ways in which 5G could transform everything from corner shop interactions to air travel and immersive music experiences.
The sci-fi style ad features many familiar British references, including the red London bus, Greggs’ vegan sausage rolls and a London skyline brimming with digital advertising. In one scene, a boy orders an 'emoji water’ from behind the counter of a shop, using a face filter to make him look older. On a flight to the moon, meanwhile, a passenger encapsulates herself in a pod so she can watch content in ‘binge mode’.
The vibrant campaign echoes the themes of our 2019 macrotrend Programmable Realities, with new technologies and connectivity allowing brands to become increasingly integrated into every element of consumer life, creating individual versions of reality. And as we enter a new decade, daily living will be amplified by 5G – offering new possibilities in industries ranging from retail to healthcare.