Three is adopting the disruptive approach with its Christmas campaign this year by encouraging people to go #coldturkey and put down their phones.
The campaign has been created by creative agency Gravity Road and includes a short comedy spot on Facebook and Instagram.
The ad taps into the issue of mobile phones ruining poignant festive moments through a series of vignettes such as instagramming the turkey to answering the phone during a carol service.
In attempting to extend the reach of the ad, the film encourages Facebook users to tag someone they think should go #coldturkey this Christmas.
Lianne Norry, director of brand and communications at Three, said: “We all know people who are literally glued to their phone even on Christmas day. We obviously love mobile at Three but we think spending time with family and friends is more important sometimes. So why not turn the phone off this Christmas and go Cold Turkey just for one day.”
Gravity Road founding partner, Mark Eaves, added: “Christmas through the lens of your phone isn’t half as fun as the real thing. We hope this fun film gets everybody reminding their trigger happy mates to have a day off and go #coldturkey.”
The film was directed by Ben&Gabe Turner at Fulwell 73 who were involved in the creation of Carpool Karaoke for James Corden’s Late Late Show.