In Ireland, Three Mobile faced a dilemma. The public perception of Three Mobile’s coverage was poor. Although the network infrastructure had been dramatically upgraded, public opinion was proving hard to shift. This ad was my answer to this brief, a love story told in calls and messages.

The central thought? “I Love You” may be the ‘three little words’ that say everything but would they mean as much without all the other three little words. The countless “Bring Home Milks”, hundreds of “Forgot My Keys” and at least one “What’s Your Number?”. This ad is a celebrate of all the three little words, because the people at Three know just how important every single word really is.