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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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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