Three serves up a tasty treat

Today sees the launch of a new campaign by Three UK that celebrates the small but important ways that 5G can benefit people’s lives ‘whenever they need it most'.

Created by Wonderhood Studios London and directed by Pulse Films' Ninian Doff, the 40-second spot focuses on how 5G can help users in small, everyday scenarios rather than the more technologically advance future potential of the technology.

The spot, called Gravlax, features a young man sat in a lavish restaurant with his partner and her imposing-looking parents. The menu he's given features a list of unrecognisable dishes and, panicking, the man subtly gets out his phone and searches the internet for one of the dishes; gravlax. 

“Confession time," said Jack Croft, Creative Director at Wonderhood. "At almost every industry lunch/dinner/do I have to ask Stacey [Bird, Wonderhood Creative Director] what something is on the menu. And, if she isn’t there, I’m whipping my phone out and asking the internet, hoping to be saved from extreme mortification. So, when we were asked to show the real, everyday uses of our devices, and how they could benefit from 5G, we didn’t have to look much further than our own lives.”

“Working with Ninian and the team to bring this insight to life has been a dream," added Bird. "You know you’re working with real talent when they demand the real Swedish man holds a real 20kg salmon aloft for multiple takes whilst shouting across a serene Swedish lake.”

You can hear more about Doff and his directing style in this interview with shots from last year's YDA Week.