CR Blog

Dance pony, dance

Advertising, Digital

Posted by Gavin Lucas, 1 March 2013, 11:43    Permalink    Comments (87)

Wieden + Kennedy's London office has conjured up a dancing, moonwalking Shetland pony to demonstrate that mobile network Three understand that "silly stuff" is important to its users...

Here at CR towers we were talking just the other day about how clients like to ask their agencies to "make us a viral" but of course you can't make a viral, you can simply make a film you hope goes viral. And this film – shot by Blink's Dougal Wilson who worked closely with MPC to create the pony's magic moves –  just might prove to be a super example of a piece of content that will be shared like crazy.

Who can resist the silliness of a Shetland pony that struts and moonwalks to the sound of Fleetwood Mac's Everywhere? Not us - show us the 'like' button!

As well as the film, W+K has cooked up more ways for the campaign to be shared in the form of The Pony Mixer, an online app that also lives on Three's YouTube channel and allows users to create and share (via Twitter or Facebook) their own remixed videos of the pony performing to different types of muisc. Choose from Rock, Punk, Bollywood and more for extra, ridiculous, levels of shareable silliness.

Here's a trailer to show how it works:

Find the Pony Mixer here.

Credits
Ad agency Wieden + Kennedy, London
Creative directors Dan Norris, Ray Shaughnessy
Creatives Freddie Powell, Hollie Walker
Director Dougal Wilson
Production company Blink
Post production MPC
Pony mixer interface and programming by B-Reel. Content created by Blink and Munky.

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87 Comments

love it

you lucky buggers for getting that brief. Silly Stuff. It matters. aces.
badger
2013-03-01 12:15:30


I love this. Adorable and very catchy. Hope the Interwebs loves it too!
Tara
2013-03-01 12:21:02


So this is what they were spam texting me about this morning.
Wowser
2013-03-01 14:56:09


My daughter has a pony and we just laughed and laughed when this advert came on, we are both on three network, great advert :-))))))))))
Laura smith
2013-03-01 19:56:57


Just watched the advert with my kids they're in stitches :-)
Amy
2013-03-01 20:31:58


Love it haha great! X
Katie Scott
2013-03-01 21:25:46


Love it!
Abi
2013-03-01 21:33:04


Hilarious. :-))). Just the image of a pony i know - could be related. :--)) would love to know the breeder's name.
Mags
2013-03-01 22:14:30


I think this one supersedes the T Mobile Royal Wedding
Vickey
2013-03-01 22:17:06


Absolutely fantastic!!!! If you feel a little down play the pony a few times and you will feel upbeat
Again for sure such a clever video. Thank you so much and the music it goes with is great too!!!
Can't stop singing now! Love when the tractor passes and pony pretends to graze, absolutely
Brilliant whoever created it. More please !!!!!!!!!!
Janet Hounsomjanhounsom
2013-03-01 22:20:32


Love it cant get song out my head love it :)))
amanda
2013-03-01 22:29:03


Brilliant!!!!!
Becky crane
2013-03-01 22:32:39


Love it - especially in these horse eat crazy times!
Gill Hines
2013-03-01 22:33:32


utterly brilliant love it
ali
2013-03-01 22:49:00


Ha ha brilliant!
Laurence Caro
2013-03-01 23:06:03


I LOVE this and, as a Shetlander can vouch that this is actually shot there...which can only be a good thing in promoting the Isles. In fact i have stayed in the Eshaness lighthouse featured
Helena
2013-03-02 00:37:10


Lovely!!! Something silly in a gloomy world!
Jan
2013-03-02 09:51:00


where is the location, looks so beautiful
Mandy
2013-03-02 10:11:30


awesome...... on my facebook as soon as we saw it and rolled around for ages laughing!!
Nicole
2013-03-02 10:49:10


I want a dancing pony!! Oblige it :-)
theresa
2013-03-02 12:50:32


Brilliant advert and very believable. A clever mix of dance,music, horses and logo :)

Terrance
2013-03-02 14:29:00


my dog loves it and i yust want to go and cuddel it so funky and catchie more of it please
carolin
2013-03-02 16:03:15


Brilllllllll !! made my week :)
Emma
2013-03-02 18:04:14


Pure genius! He a tough day and this made me smile!
Carol
2013-03-02 18:44:07


so cute i love it
MistyBrowney
2013-03-02 18:52:40


love it - keep on doing the silly stuff - its so important
Ilona
2013-03-02 19:18:00


Stunning. It gives me the feel good factor.
Su
2013-03-02 19:47:54


best advert ever
Linda
2013-03-02 20:03:28


Absolutely brilliant it's got to win an award. I love ads that
Make me laugh and this one certainly did. The intricate moves the horse does are so funny. There are no ads around at the moment that match this one. Let the theme continue.
Lisa Rush
2013-03-02 20:04:12


Love it! Thanks for share!! :)
Tom Lien
2013-03-02 20:07:00


Great advert,laughed my socks off when my daughter showed me it
Louise davies
2013-03-02 20:22:42


Brilliant advert the old needs silly stuff
Yvonne wilmot
Yvonne wilmot
2013-03-02 20:23:29


Love it! What great imagination and clever idea. Makes me smile every time I see it lol
Linda
2013-03-02 20:23:45


I love this add ... just seen it for the first time today, very current. Excellent work.
Alison
2013-03-02 20:24:15


Fantastic advert! Can't wait for it to come on! Very clever!
Lucy King
2013-03-02 20:24:23


I was just left disappointed it wasn't an advert for Cadbury's...
Pickle Design
2013-03-02 21:15:21


The shetlands moves won me over loved it, shared it, well done
dameashy
2013-03-02 22:02:19


Class me and the kids love it
David gavin
2013-03-03 00:21:11


Humour makes the world go round - fantastic!!
Graham EP
2013-03-03 08:57:45


Love it,, just looks like my old Shetland Jezabel :)
Elaine Tweddell
2013-03-03 10:10:20


Fantastic luv it, im a 3 user:)
sarah
2013-03-03 10:59:16


Well done its absolutely fantastic,lets see more. Haaaaaaa!
rolyrex90
2013-03-03 11:16:11


Well done its absolutely fantastic,lets see more. Haaaaaaa!
rolyrex90
2013-03-03 11:17:00


I loved it I thought it was cute and funny.
Laughed sooooo much I now want one. :D
Roxanna
2013-03-03 12:10:10


i love the ad,he is so cute
suzysmith
2013-03-03 14:07:44


OMG Love it. Creative and nnovative. So fantastic it even stopped me hoovering .. Yes it made me smile too. What a mood upper
Barbaraanne
2013-03-03 14:46:22


Everything stops when the advert comes on, I even get a shout "Quick mum, here's you're advert!"
I love it and unlike other adverts I remember what it is advertising! It's brilliant, makes me smile every time, especially the part where the pony smiles. Can't wait for the follow up ;)
Mrs 'P'
2013-03-03 15:46:54


Brillant ad, love to know how they did the dancing. Now don't go wanting a pony you lot!
suejones
2013-03-03 15:51:06


so good ive just tweeted about it so much! what you could do with that brief!! Silly stuff it matters. amazing http://www.lifeinCMYKblog.wordpress.com
eleanor fay nicholson
2013-03-03 16:09:36


Brilliant. Well done to all involved

PatB
Patricia Bennett
2013-03-03 16:25:35


Absolutely brilliant. A real laugh out loud moment!
Viv
2013-03-03 17:03:33


loved the add great fun xx
lourens
2013-03-03 17:41:17


Wow wow wow love it!
Dancingmum
2013-03-03 18:34:00


Fantastic, best advert I've seen in a long time, hope there will be more made xxx
victorianna
2013-03-03 19:22:53


its good but everyone i ask don't know what the advert was for Too good a job Three but love it anyway
mJackson
2013-03-03 19:46:37


It's one of those adverts you just have to drop everything and watch when it comes on. Very rare these days! It is already viral I think and trends on Twitter every time it's shown. I think it works because most of the moves are not outrageously impossible for a pony to physically achieve and you can really image the pony doing those moves when the farmer isn't watching. I can't stop watching it. Amazing!
Julie
2013-03-03 20:11:26


Please don't let Tesco or Findus find this poor horse.
Dr Riz
2013-03-03 20:41:36


Wonderful! The little grin as he dances past that big horse is classic. Thanks for making me smile :)
Ansie B
2013-03-03 20:46:28


It made three pensioners giggle this evening!!
Sue
2013-03-03 22:22:42


Is very very good, but don't actually think any differently about three. In fact thought it was an EE advert at first...but well done W+K. The new Harlem shake perhaps.
R
2013-03-03 22:23:00


Absolutely brilliant ad best ever so funny we all need silly stuff keep it coming
michelle
2013-03-03 22:26:21


hmmmmm, i sense a theme in these comments.
good spamming
female name
2013-03-04 10:32:44


These comments look VERY suspicious CR - rarely are readers so positive.
mark
2013-03-04 10:38:00


@ Mark, @ female name



Readers are rarely so positive on here because they usually come from the industry. This story had been top of the Google search terms for this ad over the weekend and has therefore been bringing in readers from the general public who searched for it after they'd seen it on TV (it's also been linked to by some message boards). So what you are seeing is the difference between what the public thinks and the more jaded inside response.



All the comments have different ISP addresses and most have email addresses supplied so they appear to check out
CR PatrickBurgoyne
2013-03-04 10:51:00


ha brilliant
then apologies for my suspicious / jaded view.

you have to admit though:
'So fantastic it even stopped me hoovering"
"I think this one supersedes the T Mobile Royal Wedding"

are taking the piss surely?
female name
2013-03-04 11:04:37


Haha well at least I wasn't the only one!

Fair enough, well I look forward to normal jaded service resuming soon!
mark
2013-03-04 11:24:50


Heh funny –_–

I've seen it once and that was enough, it's too long and try's to hard to be a viral
3/10
Billy Jean
2013-03-04 11:34:54


@ Mark

We did once have a design consultancy try to 'game' the system by submitting loads of really positive comments on a particular project of theirs. But they forgot that we could see which ISP address they were coming from and I had to have a word...
CR PatrickBurgoyne
2013-03-04 11:57:52


Despite all the positive comments, I feel this is exactly what I'd expect from an ad agency producing 'quirky' work like w+k.

One of the joys of the internet is the way that truly strange things that users have made and uploaded float to the top and become popular. Look at the top youtube videos of all time...most are user generated.

An ad agency trying make something in that style, almost seems like trying to beat the democratic system that creates popular memes.

Whether you love or hate harlem shake and the like, at least it came from a user first and inspired other to create.

A dancing pony? hmmm, I think the hive mind can do better
josh
2013-03-04 13:31:48


@ josh

Good point - and one we will be exploring in the April issue of the magazine
CR PatrickBurgoyne
2013-03-04 14:08:59


I'm obviously in the minority IF you believe all the gushing comments above - but I think it's boring and not at all funny.

As josh succinctly said above - "An ad agency trying make something in that style, almost seems like trying to beat the democratic system that creates popular memes."
Victor Meldrew
2013-03-04 17:02:27


i just can't stop watching the advert its the best one going lol
lucy
2013-03-04 17:07:01


As rare as rocking horse shit. A thought provoking funny ad. Well done!
John Evans
2013-03-04 19:21:19


"TV advertising used to be about sitting on your sofa while creatives were paid to throw a bucket of shit in your face. Today you're expected to sit in the bucket, fill it with your own shit, and tip it on your head while filming yourself on your mobile"
– Charlie Brooker
josh
2013-03-05 09:49:55


It does smack of viral but then I guess that is a good thing, at least for the client (and agency?). It's a good ad, it has obviously worked well for Three so far. What I enjoyed about this is that it didn't take the normal 'tacky and crap' approach which seems so popular today. It has the viral touch whilst having a feeling of quality. Good work, I say.
Steve Perry
2013-03-05 11:33:24


I'm deffo not commenting that I don't like it now after all that positivity. It's unheard of this!!

DM
David
2013-03-05 13:30:04


Similar to Cadbury's drumming Gorilla advert. I like them both because they do what they're intended to do - make you smile (and appeal to mums !) which is marketing gold.

As for the Harlem Shake videos zzzzzzzzzzz
Chris Pollard
2013-03-05 14:08:01


Wishing that pony weren't a better dancer than me...
Jon
2013-03-05 14:57:48


Great advert but i have to say i do not think it has any real effect apart from raising brand awareness. See my blog for my view for why?

http://stevenpreston21.wordpress.com/2013/03/09/dancing-pony-pointless/

Talk to you soon

Steven
Steven
2013-03-09 14:30:52


Classic stuff !
Brian James
2013-03-10 08:47:44


i dont know how you can make your very own pony cause i want to
Alex
2013-03-14 19:08:12


Love it.
marie higgins
2013-03-14 21:15:15


I didnt think it was that great, actually am i the onlyone who has no idea what this advert was about?
Mark
2013-03-17 20:47:03


Hi Alex,

you can make your own Pony Advert on the 3 network website :)
Steven
2013-03-22 15:30:14


Fantastic Idea ... its a brilliant piece of marketing, allowing the public to create their own.
Chris Snowden
2013-03-22 22:41:01


i loveeeeeeeee dissss pony sooo much can me and ma mate chelsey have ya pony me love it long timee
sade pollard-mersom
2013-04-22 11:41:13


LOOOOOVE it i love shetlands and i love that video best video EVER!!!!!!!!!!!!
Ellie
2013-11-29 22:09:53


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