A wonderfully relatable idea by Irish agency, Boys+Girls, meets the directorial verve of Sweetshop director, Mark Alibston. The resulting TVC for telco, Three, will make you tear up a little and its promise, Be together even when you can’t, will make your heart pump a bit harder. Isn’t that what advertising does at its best?
The new spot, Bedroom, builds on Three’s Make it count brand campaign, its second strikingly different story about loved ones who can’t physically be together, connecting via Three’s Network. While the first commercial was built on the modern dilemma of being a hard-working parent, the new spot is set against the backdrop of Ireland’s rental crisis. It tells the story of a young couple who can’t afford to move out of their childhood bedrooms to building a new life together. They dream about it together on WhatsApp.
Albiston commented, “Bedroom came from the same idea as Bounce, about connecting with absent loved ones, only this time it was about a couple sharing a dream. Their hopes and wishes coming together so they can each escape their separate family homes and live in the future for a moment…”
Rory Hamilton, executive creative director of Boys+Girls, added, “We wanted to create a brand film that recognised the difficulties facing young people in Ireland, yet still had a sense of magic and hope. Three’s network enables people be together even when they can’t, which is a powerful benefit when many are struggling to find a place where they can call their own.”
Bedroom launched on TV, cinema and VOD on Wednesday December 26.
Aislinn O’Connor, head of brand & marketing communications at Three Ireland, commented, “We’re delighted to announce that our network now boasts an amazing 97% 4G population coverage across the Republic of Ireland. This new brand film is a celebration of our network strength and our unique All You Can Eat Data offering.”
Albiston has created a number of powerfully emotive commercials for Three, including:
Sweetshop’s Mark Albiston puts magic into a working parent dilemma story for Three
The Sweet Shop’s Mark Albiston makes it count for Boys and Girls & Three Ireland
Credits
Agency: Boys+Girls
Executive Creative Director: Rory Hamilton
Creative Director: Kris Clarkin
Art Director: Udi Ovadia
Senior Strategic Planner: Chloe Hanratty
Group Account Director: Pat Stephenson
Senior Account Manager: Andrea Dalton Doran
Account Executive: Jelena Stancevic
Head of Production: Derek Doyle
Head of Design: Barry Smith
Production Company: Sweetshop
Director: Mark Albiston
Managing Director & Executive Producer: Spencer Dodd
Producer: Adam Saward
Production Manager: Duncan Bernard
Director of Photgraphy: Magnus Joenck
Editor: Simon Price
Post Producer: Andrew Mauger
Edit & Post: Blockhead VFX & Windmill Lane
Soundmix: No4 Studios, Windmill Lane
Music & Sound Design: Denis Kilty
Client: Three
Chief Commercial Officer: Elaine Carey
Head of Brand & Marketing: Aislinn O’Connor
Marketing Manager: Rachel Cunningham
Marcomms Campaign Manager: AnnMarie O’Brien
