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Three is promising to rise above the middling standard set by most phone networks in a new campaign that launched with a Muppets-style musical spectacular.

In the ad, by Wieden & Kennedy London, a downtrodden purple puppet resolves to make life better and belts out East 17’s It’s Alright to people in dire straits. It is the latest Three spot to feature a kitsch pop soundtrack and surreal premise but has the added job of communicating a brand position – something it does without being less watchable. The work was written by Bertie Scrase, art directed by Christen Brestrup and directed by Daniel Wolfe through Somesuch.