TBWA highlights video phone for 3

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 change anything", and shots of the moon landing and the strapline: "They said it was impossible."

The final vignette features an 80s businessman talking on a brick-sized mobile phone and the line: "They said it would never catch on" followed by: "What do they know?" Then shots of people using 3's video phones appear with the line: "Video mobile is here." The commercial finishes with the endline: "3. Open your eyes."

"This is about setting the agenda for 3 by going forward, by confronting the nay-sayers and defining a market space that 3 can own," Andrew McGuinness, the chief executive of TBWA, said.

The television creative will be supported by a nationwide press and poster campaign.

The ads were written by Simon Hardy and art direct-ed by Steve Williams. The spot was directed by Hardy, Williams and Lee Donaldson through Moon. Media is by MindShare.