3 – very interesting ads. Well, 1 ad for 3

The new player here in Australia in the communications industry is a company called ‘3’.

They have some ads running now that I find very interesting. I think they’ll work wonderfully well. Here’s what happens in the ads.

A voice over shows various situations. The commentary goes something like this:

“Have you ever noticed that others always get the best restaurant table.

And that others always get the best seats at the play.

And that others find out the news before you.

And that others have better stuff than you.

And that others get the better guys….”

And on it goes

The ad is meant to make you feel like you are disenfranchised. And not part of a bigger community. You are left with a sense of alientation. Like you’re not liked.

And everybody loves to be liked

But, of course, you can fix everything by buying a ‘3’ mobile (cell) phone.

Very interesting ad. Playing on people’s sense of alone, their fear of not being accepted and their desire to belong. To sell a mobile phone. A mobile phone from ‘3’ can fix how you feel. And if you are liked.

As social beings we’ll go to great lengths to fit in. Just look at any group of teenagers and what they do to fit itno a ‘tribe’ and not stand out.

I’m not keen on the ad – seems a bit cynical. But it might just work very effectively.

But I don’t know if that’s a good thing.