Three UK has unveiled its latest integrated brand campaign, Glow, a feel-good celebration of the everyday perks and rewards that come with being a customer of the mobile network. The campaign, launched today across TV and digital platforms, aims to spotlight the small but meaningful moments that give Three users that unmistakable sense of satisfaction—and, as the ad suggests, even a radiant glow.
Created by Wonderhood Studios and directed by Marie Schuller, the campaign’s hero film opens with an unexpected scene at a quiet bus stop in Walthamstow Village. A warm, mysterious light grabs the attention of passersby, who are captivated by Amy, a glowing Three customer. Her secret? A £1 coffee redeemed through the Three+ rewards app. Her luminous aura doesn’t go unnoticed as her energy turns heads and inspires others to discover the perks of joining Three.
More than just a quirky visual metaphor, the Glow campaign is rooted in tangible customer benefits. With the Three+ app, users gain access to discounted coffees, cinema tickets, early access to concert sales, and even the option to upgrade to the latest phone during their contract—all part of a growing loyalty ecosystem designed to add everyday value.
Adding a pop culture twist, the film includes a teaser appearance by TikTok comedian and actor Henry Rowley, who will further amplify the campaign across social platforms in the coming weeks. The ad features an original soundtrack composed specifically for the campaign, underscoring the uplifting and contemporary tone of the piece.
“Glow is about celebrating the feel-good moments we offer our customers every day,” said Andrew Foy, Director of New Products and Propositions at Three UK. “Whether it's saving on your morning coffee or upgrading your device, these little things can genuinely brighten your day and create that special spark.”
The campaign also marks the next chapter in Three UK’s brand platform, Life Needs a Big Network. “We wanted to capture that smug, glowing feeling customers get when they land a great deal,” said Aidan McClure, Chief Creative Officer at Wonderhood Studios. “It’s a fun, relatable way to express the pride and joy people feel when they’re getting great value.”
The media strategy, implemented by Zenith Media, spans TV, digital out-of-home (DOOH), radio, social media, and in-store retail activation. Social content was developed in partnership with Three’s in-house agency Generation and Wonderhood Studios, ensuring a cohesive brand voice across all channels.
As the telecom industry continues to prioritize customer experience and brand differentiation, Glow stands out as a vibrant reminder that the power of a good deal—and a great network—can light up more than just your phone. It can light up your whole day.
