��������pk10

Three takes on smartphone haters in its cheeky new ad by Wieden & Kennedy London.

Against a media narrative that insists phones are damaging society and wrecking mental health, the campaign argues for their benefits and imagines historical scenarios that would have been improved by smartphones. What if the Titanic’s captain could have avoided disaster by checking the icy forecast on his phone, or what if the apple never tempted Eve because she was too busy scrolling through Instagram?  The work was created by Tom Bender and Tom Corcoran – the same creative team behind Nike’s "Nothing beats a Londoner" – and directed by Ian Pons Jewell through Friend.