The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By John McCarthy, Opinion Editor

August 2, 2017 | 2 min read

‘Namaste’ says an unsettling ad from Three UK that is shining a light onto the almost religious fervour in which we regard our mobiles.

The work from Gravity Road is to run on social as part of the company’s ‘Go Binge’ campaign, underlining that entertainment addicts can stream content from the likes of Netflix, TV Player, Deezer and SoundCloud without impacting their data limits.

Directed by Tom Geens, the slot was built upon data stating that that 44% of people aged 16-24 watch more than an hour of mobile video each day – a habit that can really eat up data.

Shruti Veeramachineni, creative director at Gravity Road, said: “Three has gone to great lengths to understand this new tribe of social bingers who want the freedom to binge on the go, on their own terms.

"So, tapping into the tribe and the associated cult behaviour, we’ve created a quirky, unconventional film that encourages people to ‘Go Binge’ and feel liberated.”

Vote for it below in The Drum's Creative Works.

Three: Go Binge by Gravity Road

By Three

Overall Rating 5/5

Vote now
Advertising Three

Content created with:

Gravity Road

Gravity Road is a creative company that believes in Time Well Spent.

We exist to create things that people want to spend time with - ideas that audiences...

Find out more

More from Advertising

View all