Laughing babies, photobombing squirrels and cat videos – just some of the seemingly frivolous content we like to post on Facebook, share on Twitter or email to family and friends. Just to make them smile. Or cry (with laughter, of course). And when you think about it like that, this stuff isn’t silly at all. Because it’s sharing this silly stuff with each other on a daily basis that connects us to one another. Wieden + Kennedy has embraced this trend in our latest work for our clients, mobile network Three. Because when it comes to silly stuff, they know it matters. That's why they do everything they can to help you live up to their brand line, ‘Keep on internetting’.
But rather than just play back the crazy things online that we all like to share, we wanted actually to contribute to it. We wanted to celebrate the seemingly silly stuff and also provide the means for people to mess with it and create their own little pieces of joy that they can share.
Shot against the dramatic backdrop of the Shetland Islands, the 60” spot follows the story of a stocky little pony. But this is no ordinary Shetland pony. With the scrape of a hoof, and a flick of his Tina Turner-esque mane, he effortlessly moonwalks along to the sound of ‘Everywhere’ by Fleetwood Mac.
And what could be more silly than a moonwalking Shetland pony? Only the ability to customise him, make him your own, and then share him.
So we created The Pony Mixer, a dancing-pony-remixing tool where you can make our pony shake it to anything from Boyband to Bollywood. Unleash your creation on the world via Facebook or Twitter and you might be hailed an internetting hero in one of many 30” TV spots.
Try it out here, or watch the clip below for a snippet of what you can do.
The TV was directed by the wonderful Dougal Wilson from Blink Productions. MPC burned the candle from both ends to bring the little fella to life, and Wave added the finishing touch of brilliance. The mixer films were down to the hilarious Tom Kingsley and a band of dedicated heroes at Munky.
(Update: see below for initial response.)