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Three has launched a TV ad, created by Wieden & Kennedy, highlighting that it is the fastest-growing mobile network in the UK in terms of new customers.

The work is the first by W&K for the brand since winning the business earlier this year and is a precursor to a large integrated brand campaign scheduled to break in 2012.

The work, created by Toby Allen and Jim Hilson, includes two TV commercials, "drops" and "explosions", and will be supported by press, print, digital, radio and out-of-home activity in the run-up to Christmas. 

It was directed by Charlie Crane through Knucklehead. Sound was by 750mph and post-production was by Finish.