Earlier in the week the mobile phone network Three launched a brilliant advertising campaign called Stop Holiday Spam, created by the agency Wieden+Kennedy London.
The premise and delivery of the ad is bold, as a balding newsreader-type asks the nation to forgive Three for unleashing a barrage of social media holiday-bragging.
You see, it’s all Three’s fault.
They now allow “customers to use their phones in 16 destinations worldwide, like they would at home”, with “no extra cost for calling and texting back home. No extra cost for data”. And because of their generosity, us Brits are bombarded with photos, posts and tweets of sunsets, infinity pools, street food and “plane wing after plane wing”.
When I first saw the ad my TV was droning on in the background. I stopped, looked up from my laptop and paid attention – which is an impressive feat.