Watch the full ad here:

Kevin's thoughts:

"Three changed the game in how to advertise a mobile network. With this ad. It’s a great lesson how to market an intangible product.

Networks are the very definition of utilities. The pinnacle of parity. They sell vibrating air FFS.

Out if interest Three did have a unique offer here – the UKs first ever all-you-can-eat internet tariff.

But if you talked about that everyone would be asleep before you opened your gob.

How do you get anyone to give a stuff?

The answer was to follow the timeless rules of how to get anyone to care about anything.

Simplicity. Relevance. Resonance.

People don’t care about networks, but they love the internet – and what it brings to them.

Especially the silly stuff – the waving bears, the LOLcats, etc.

So, the creative choice was clear – do you talk about the internet, or do you do something amazing that the internet talks about?

No brainer. The plucky little wonder horse ‘Socks’ was born. And then you find a killer track, and advertising is once again shown to not be as complicated as some would have you believe.

Simple strategy. Smart client. World-class execution. Easy when you know how.

The commercial results on this ad were off the charts. It spawned a thousand copycats (copy ponies)

It’s still one of the best performing ads ever on the System 1 database, and it’s not hard to see why.

And if you’re ever (tediously) required to STILL make the case for brand then just show them this ad.

How do you separate yourself in a parity market?

Brand is all you’ve got, mate."