Over the past couple of months the latest adverts from Three UK in their ‘Life Needs a Big Network’ series have caught my and my family’s attention, and even made it into the group chat.

Outside of Christmas ads, it’s rare that mainstream advertising leads to shareability from people outside of the industry. This is a crying shame in an age of content sharing, and to me, should be the yardstick of what great marketing can lead to.

This series of adverts however, which include another scenario–‘The Sharma Fam chat’ have been shared with me on multiple occasions by close friends and family for the following reasons:

• “It’s a bit basic to say I feel seen, but the advert really captures the important, difficult reality of being a new Mum, in a way that seems like it’s been created by a mother. It’s clear they’ve researched and thought about the adverts.”
• “I think more than anything, the adverts are a really clever link between what messaging and having signal actually means. The family group chat is literally a meet up of people who can engage with each other from all around the world.”
• “I don’t often say adverts lead to me purchasing something, but because it resonates with me, and I’ve shared it with so many people in my circles, if and when I leave my network provider, Three will probably be top of mind in a way they never were.”

Big kudos to Wonderhood Studios and Three for this series. It’s a great example of resonating with multiple audiences in unique, individual ways, whilst maintaining a core, intelligent and creative theme.

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