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TBWA highlights video phone for 3.(Brief Article)

Campaign

| July 04, 2003 | COPYRIGHT 2003 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

TBWA\London compares video-mobile technology with historical advances such as the moon-landing in its latest campaign for 3 UK.

The 30-second spot, which uses T-Rex's classic track Children of the Revolution, aims to promote the idea that 3's video-phone technology is the next big breakthrough and will become as commonplace as TV sets or DVD players are now.

The ad, called 'what do they know', also aims to get consumers to rethink how they view the established brands compared with 3, the newest player and first third-generation network operator. 3 is aiming to position itself as the brand that is the obvious next step up the technology chain.

The commercial opens on a shot of the earth followed by the line: 'They said it was flat.' Grainy footage of early attempts at flight then feature with the line: 'They said it couldn't be done.'

The film cuts to civil rights protests and the statement 'They said it wouldn't ...

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