Ad of the Day: Stark campaign from Three sees Maisie Williams throw some shade at the beauty industry

Game of Thrones star Maisie Williams has helped Three secure The Drum's Ad of the Day spot. 

The a-lister features in the telecom providers' new social campaign to promote its new 4G technology, explaining how she combats 'blackspots' (areas where there is little to no mobile signal) while throwing some shade at the beauty industry. 

The parody film, shot in the brightly-lit style of a typical makeup ad, sees the Hollywood actress using the clichés of skincare testimonial advertising to showcase how the new technology from Three can help eradicate these mobile network blackspots.

Within the video, Williams relays an emotional testimonial piece to camera explaining how Three helped her escape the "trauma" of network blackspots leaving her coverage clear and clean.

Created by London agency Gravity Road, the tongue-in-cheek campaign even includes a "here’s the science bit," montage featuring nonsensical graphics. And, in a rare move, the film shows genuine personal archive photography of Williams as a child when she had "no friends and no stylist."

“When Gravity Road approached us with the beauty parody angle we absolutely loved it," said Lianne Norry, director of brand and communications at Three. 

"It was an added bonus that we managed to secure interest from Maisie, who was brilliant to work with and took the script to a new level. We’ve taken a completely new approach in how to articulate the benefits of 4G Super-Voice in a fun and simple way. We are very proud of what we have achieved here and hope that the public like it as much as we do."

You can watch the ad in full by clicking on the image below.

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