Three's Bizarre New Advert Tries to Fight Back Against Claims That "Phones Are Bad"

By Tom Pritchard on at

"Phones are bad" is what the world seems to have decided recently. They stop you being able to switch off, and people spend too much time staring at them, so they're very bad for you. Never mind that they can do just about anything. It's why companies have started launching all these screentime features, because you're spending too much time playing with a device that's bad - rather than doing something productive like watching television. But Three has had enough, and has released a new advert to try and highlight how great phones are.

Sadly the network did a pretty weird job of it, showing a phone firing off through history and showing how bad things could have been averted if the locals had all the benefits of modern technology. I'm not sure how Tinder would have saved Henry VIII's wives from lives of divorce and death (except maybe the fifth one, who was allegedly too ugly to keep around), but cave people definitely could have benefited from Deliveroo. Or moving somewhere with a bit more food.

Shadi Halliwell, Chief Marketing Officer at Three, said:

“At a time when we are being told to get off our phones, Three’s customers are actually using them three and a half times more than other providers*. That’s because, unlike others, we understand how real people use their phones. And although we shouldn’t be on our phones 24/7, if it weren’t for our mobiles how would you find love lounging on the sofa? Buy new shoes while sitting on the toilet? Or get a chicken cooked, seasoned, garnished and delivered to your door at the drop of a hat?

As the Best Network for Data, it is our duty to challenge the cynics, and help everyone see that Phones Are Good.”

So there you have it. Three, which is totally impartial and definitely does not have a vested interest in people buying phones and using them all the time, says phones are good. Argument over, regardless of what those people, who are obviously bitter they didn't have smartphones 20 years ago, might say.