Three taps into clip-sharing vogue in ad campaign

Three is launching a campaign with the strapline, 'Silly stuff. It matters', which will tap into the vogue for sharing funny clips or photos online.

Socks: moonwalking Shetland pony stars in Three's ad to promote clip-sharing
Socks: moonwalking Shetland pony stars in Three's ad to promote clip-sharing
The campaign, created by Wieden & Kennedy, will be aired tonight at 7.45pm on ITV, and the ad's star is Socks, a Shetland pony with an extraordinary talent for moonwalking.

The ad aims to show that every Tweet and Facebook update and user-generated video clip is not a meaningless way to pass the time, but a modern-day gesture that builds friendships and cement relationships.

Three was one of the successful bidders for the much-trumpeted 4G mobile spectrum, paying £225m for its coverage. Other successful bidders included Vodafone, EE and BT.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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