Three looks to continue reign of silly stuff with #SingItKitty campaign

So long, dancing pony. Three has unveiled a new advertising campaign, showing a young girl and her pet kitten belt out Starship’s eighties power anthem, ‘We Built This City’.

Created by Wieden & Kennedy London, the ad looks to encourage the UK to share silly stuff, from funny memes or selfies, to cute animal pictures.

Tom Malleschitz, marketing director at Three, commented: “Last year we were blown away with the runaway success of our moonwalking pony, Socks. As the network built for the internet we understand people’s behaviour online and know that cute, silly, or unexpected images and videos are what make people tick. We are very excited to launch this advert and hope it will simply bring a smile to your face when you watch it. And the app is an experience that you automatically want to share with friends and family because it’s just straightforward fun!”

It comes on the back of a not-very-shocking stat that us Brits love our cat memes: people in the UK share 3.8 million online photos and videos of funny and cute cats every day.

The campaign also allows fans to create their own 80s inspired content via a web-based app hosted at, allowing them to star in their very own version of the ad, which they are then encourages to share using the #SingItKitty hashtag.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.