UK mobile carrier Three has secured a dynasty with Dame Joan Collins. In the carrier's latest ad, she approaches mobile contracts like her romantic flings and urges viewers to ‘ditch and switch’ their network.
The social media ad from Gravity Road tasks the Hollywood star with breaking up consumers with their networks to bring them into the Three family.
The work runs on Three’s Instagram (@threeuk), Twitter (@ThreeUK) and Facebook feeds, informing consumers they can change networks by sending a single text - which will take one working day.
The Golden Globe, aboard a luxury yacht, posits the downfalls of an unsatisfactory relationship and urges viewers to pick ‘the one’.
Dame Joan Collins said: “Having been married a few times, I can tell you now that staying with someone just to be in a relationship won’t make you happy. It took me a long time to find ‘the one’ because I was never ever going to settle for second best. The relationship you have with your mobile network shouldn’t be any different – when you start to feel unloved, dissatisfied and you can’t see past those niggles, it’s time to move on, darling.”
Shadi Halliwell, chief marketing officer at Three, said: “We could all do with being a little more ‘Joan’ and not settling for anything less. And now is the time to take action – it’s never been easier to switch networks."
This is an advancement on the Phones Are Good campaign that saw the network champion mobile devices.
Vote for the campaign below in The Drum Creative Works.