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Three “Phones Are Good” 2019

Three “Phones Are Good” (2019) is a Three commercial directed by Ian Pons Jewell for Wieden+Kennedy, produced by Friend. It won 6 awards, including One Show 2019 Silver Pencil — Moving Image Craft, D&AD 2019 Wood Pencil — Film Advertising / Cinema Commercials 121-240 seconds and Creative Circle 2019 Gold of Golds.

A woman in a bathroom stall reads alarming news about phones, then experiences a fantastical journey through history, witnessing how phones could have positively impacted pivotal moments.

Video: Ian Pons Jewell on Vimeo

Shot by shot

  1. A person's hands hold a smartphone displaying a news article with the headline "Phones are bad" and an image of a hammer hitting a phone.© Three0:08
  2. A person's hands hold a smartphone displaying a news article about a hammer, which then glitches into a purple screen before showing the Three network logo.© Three0:15
  3. A smartphone with a white screen and purple graphics flies through a purple and pink digital tunnel, representing fast data.© Three0:19
  4. A vulture-like bird with dark feathers and a pale head sits on a tree branch, trying to catch a red berry hanging from a thin twig against a cloudy sky.© Three0:45
  5. A dirty, weathered hand grips a rough, grey rock, struggling to hold on in a close-up shot.© Three0:58
  6. A male pirate with a scarred face and dark clothing swings a sword, grinning maniacally on a wooden structure under a cloudy sky.© Three1:03
  7. A long-haired woman, resembling Eve, sits naked in a tree with red apples and a snake, in a lush, green forest with a waterfall in the background.© Three1:27
  8. A hand holds a smartphone displaying an Instagram feed with shirtless photos of a man with curly hair, as the user scrolls through the posts outdoors.© Three1:34
  9. A smartphone with a white screen displaying text and a letter, rotates and disappears into a tunnel of purple and pink light trails.© Three1:44
  10. An old man with a long white beard and a staff leads a large crowd of people through a desert landscape, looking determined.© Three2:05
  11. A man with a long white beard and hair, dressed in a brown robe, holds a staff and turns to look at the camera with a surprised expression, as water crashes behind him.© Three2:14
  12. A man in a brown robe with a staff stands on a sandy path between two towering walls of water, with a crowd of people gathering behind him.© Three2:22

Stills © Three. Made by Wieden+Kennedy, Friend and Ian Pons Jewell.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Rewriting history with phones to prove their goodness.

Tagline: “And they're even better on the best network for data.”

historical revisionismmagical realismproblem-solutionfish out of watermeta-commentaryvisual metaphor

The cut

Length
153 s
Shots
72
Average shot
2.1 s

What creatives use Three “Phones Are Good” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Three “Phones Are Good”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person's hands hold a smartphone displaying a news article with the headline "Phones are bad" and an image of a hammer hitting a phone.© ThreeA smartphone with a white screen and purple graphics flies through a purple and pink digital tunnel, representing fast data.© ThreeA vulture-like bird with dark feathers and a pale head sits on a tree branch, trying to catch a red berry hanging from a thin twig against a cloudy sky.© ThreeA dirty, weathered hand grips a rough, grey rock, struggling to hold on in a close-up shot.© Three
    Frames from Three “Phones Are Good”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Three “Phones Are Good” in order, with its length, framing and what happens in it.

    A person's hands hold a smartphone displaying a news article with the headline "Phones are bad" and an image of a hammer hitting a phone.© ThreeA smartphone with a white screen and purple graphics flies through a purple and pink digital tunnel, representing fast data.© ThreeA vulture-like bird with dark feathers and a pale head sits on a tree branch, trying to catch a red berry hanging from a thin twig against a cloudy sky.© ThreeA dirty, weathered hand grips a rough, grey rock, struggling to hold on in a close-up shot.© ThreeA male pirate with a scarred face and dark clothing swings a sword, grinning maniacally on a wooden structure under a cloudy sky.© ThreeA long-haired woman, resembling Eve, sits naked in a tree with red apples and a snake, in a lush, green forest with a waterfall in the background.© Three
    Length: 153 s · Shots: 72 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a historical revisionism

    Before you present an idea, you need to know who has done it, and how.

    Three “Phones Are Good” is built on a historical revisionism. Search the library by idea to see every spot that uses it.

    McKenzie River Corporation “Black Star Beer: Popularity / Stock Car / Characters”© McKenzie River CorporationSAS Scandinavian Airlines “What is truely Scandinavian”© SAS Scandinavian AirlinesJordan Brand “Can't Ban Greatness”© Jordan BrandBlack Beauty “Superwood”© Black Beauty
    McKenzie River Corporation · SAS Scandinavian Airlines · Jordan Brand · Black Beauty

More commercials by Ian Pons Jewell

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013
  • Chrysler "Born of Fire" (2011) commercial still© ChryslerChrysler “Born of Fire” 2011Dir. Samuel Bayer · Wieden+KennedyEffie Awards Grand Prix 2012

Award-winning telecom commercials

  • KPN "A Piece of Me" (2024) commercial still© KPNKPN “A Piece of Me” 2024Dir. Emma Branderhorst · Dentsu CreativeEffie Awards Grand Prix 2024
  • Skinny "Friendvertising" (2022) commercial still© SkinnySkinny “Friendvertising” 2022Dir. Dave Wood · Colenso BBDOEffie Awards Grand Prix 2022
  • STC "What Are We Allowing" (2019) commercial still© STCSTC “What Are We Allowing” 2019J. Walter ThompsonDubai Lynx Grand Prix 2019
  • BT "It's Good to Talk" (1996) commercial still© BTBT “It's Good to Talk” 1996AMV BBDOIPA Effectiveness Awards Grand Prix 1996
  • Spark New Zealand "It's Better With Spark" (2026) commercial still© Spark New ZealandSpark New Zealand “It's Better With Spark” 2026Dir. Damien Shatford · Colenso BBDOCiclope Gold 2026
  • Telstra "Zalunian Profanity" (2025) commercial still© TelstraTelstra “Zalunian Profanity” 2025Dir. Randy KrallmanEpica Gold 2025

Questions

Who directed the Three “Phones Are Good” commercial?

Ian Pons Jewell directed it, produced by Friend, for the agency Wieden+Kennedy.

Which agency made Three “Phones Are Good”?

Wieden+Kennedy created it for Three (2019).

What awards did Three “Phones Are Good” win?

6 awards, including One Show 2019 Silver Pencil — Moving Image Craft, D&AD 2019 Wood Pencil — Film Advertising / Cinema Commercials 121-240 seconds, Creative Circle 2019 Gold of Golds and Clio 2019 Bronze — Film Technique (Visual Effects) / Visual Effects.

What is the tagline of Three “Phones Are Good”?

“And they're even better on the best network for data.”

Sources for the credits and awards

dandad.orgcreativecircle.co.ukoneclub.orgoneclub.orgclios.comweb.archive.org2019.liaentries.com