Ad of the Day This Hilarious Ad Busts the Idea That Life Was Better Without Smartphones 'Best avoid that. Go left,' says the Titanic captainBy Doug Zanger|October 23, 2018 Perhaps a course change makes sense.ThreeShare By Doug Zanger|October 23, 2018 Share If the millions (hyperbole alert) of insufferable think pieces and research on the topic are any indication, separating one’s self from a smartphone is a pretty good idea. But, like all things in life, it’s about moderation. After all, some technology can actually make life a little bit better (Hello, no more going to the bank to deposit checks. Then again, what’s a check anymore?) To that end, British mobile carrier Three launched an ad for its #PhonesAreGood campaign that shows what history could have looked like with mobile phones. Created by Wieden + Kennedy London and directed by Ian Pons Jewell, the spot rubs it into the face of the Luddite crowd from the jump, posing the question “Life was better without phones?” From there, the fun two-and-a-half minute film answers the question by diving into penultimate moments that could have turned out much differently if a smartphone were available. As the Titanic steams toward the iceberg that felled the ship, a crew member sees the hazard and races to the deck to inform the captain. In calm, understated British style, the captain says, “Oh, gosh, best avoid that. Go left,” as “My Heart Will Go On” plays in the background. In the next scenes, a group of Neanderthals discover the magic of pizza delivery, a king tries to determine which way to swipe, Eve slides into a handsome man’s DMs as she rebuffs the taste of an apple and Rome is saved via LinkedIn. Wrapping up the fast-paced, densely packed ad, a man captures Moses parting the Red Sea in the ultimate “pics or it didn’t happen” moment. See, history could have been better—or at least different—with a smartphone. “The great thing about Phones Are Good is that we can all see a little bit of ourselves in this,” said Three’s chief marketing officer Shadi Halliwell. “And although we shouldn’t be on our phones 24/7, if it weren’t for our mobiles, how would you find love [while] 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?” The point here is that, sure, there is such a thing as tech/life balance, but in the end, #PhonesAreGood. Take that, tech haters. CREDITS: Client: Three Agency: Wieden + Kennedy London Creative Director: Hollie Walker Creatives: Tom Bender, Tom Corcoran Executive Creative Directors: Iain Tait, Tony Davidson Group Account Director: Paulo Salomao Account Director: Lauren Ivory Account Manager: Lara Wahab Strategy Director: Andy Wright Strategist: Rachel Hamburger Comms Planner: Lee Ramsay TV Producer: Richard Adkins TV Production Assistant: Aran Patterson Print Producers: Rowan Ferraz Design Director: Ryan Teixeira Artworker: Jhy Turley Senior Business Affairs Manager: Alex Coomer Production Company: Friend London Director: Ian Pons Jewell Executive Producer: Luke Jacobs Producer: Jon Adams Director of Photography: Mauro Chiarello Production Designer: Mark Connell Costume Designer: Ameena Callender Service Company: Radioaktive Film Edit Company: Cut & Run Editor: Ben Campbell Edit Assistant: Chris Hutchings Edit Producer: Ruth Minkley VFX Company: Time Based Arts VFX Supervisor: James Allen VFX Head of Production: Josh Robinson VFX Production Assistant: Sean Ewins Lead VFX Artist: Luke Todd Colorist: Simone Grattarola Flame Artists: Matt Jackson, Leo Weston, David Birkhill, Stephen Grasso, Jamie Crofts Nuke Artists: Leandro Vazquez, Matt Shires, Bernardo Varela, Sarah Breakwell, George Cressey, Ralph Briscoe, Manolo Perez CG Artists: Oscar Diez, James Spillman, Mike Battcock, Jon Park, James Mann, Nigel Timms, Daniel Davie, Gareth Bell, Cesar Eiji Nunes, David Loh, Michael Hunault, Federico Guzzardo, Florian Mounie, Dan Hope: Matte Painters Lisa Ayla, Sylvie Minois AFX: Jess Gorick (TBA), Stu Greenwood (W+K), Andrei Veriotti (W+K), Laurence Mence (W+K) Sound Company: 750mph Sound Designer: Sam Ashwell, Jake Ashwell Sound Producer: Mary-Ann D’Cruz Music Supervisor: John Connon @ Mr. Pape Adweek Adweek