Three indoctrinates mobile addicts into a binge-watching cult in free data campaign

‘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.”

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