Three UK has launched a new multi-channel brand campaign, titled “Live Your Best Phone Life”, to highlight the network’s strength and how it enables Britons’ increasing relationship with their phones.

The spot, directed by Somesuch director Raine Allen-Miller, follows a woman named Carol who’s always on her phone, coo-ing and “awww”-ing, regardless of the places she goes to. When she’s at the restaurant, with her friends, when she’s at the hair saloon, when she’s out in nature with friends, when she’s gardening, and even she takes her husband, Trevor, to the hospital, she always has her eyes glued to the phone screen. However, as the advert ends, it turns out she’s been “awww”-ing at pictures of her beloved granddaughter, who says her first words.

Serving as soundtrack is the 2022 popular song Dilemma by American rapper Nelly featuring American singer Kelly Rowland.

Created by Wonderhood Studios, the campaign marks the next iteration under the “Life Needs a Big Network” brand platform, which launched in 2021, and runs across TV, VOD, cinema, radio, OOH, social and retail.

Aislinn O’Connor, Director of Marketing at Three UK said: “A key part of the evolution of our ‘Life Needs a Big Network’ campaign is showcasing how we at Three understand our customers and their needs. Providing connectivity for 10.3 million customers and growing, we know just how important our network is in facilitating life’s moments, no matter how big or small. So with the UK’s Fastest 5G network, our customers are able to live their best phone lives with ease.”