Three ‘Glow’ TV ad campaign shines a light on Perks

Three UK has a new brand campaign titled ‘Glow’ to promote perks and rewards, such as discounted cinema tickets, £1 coffees, and flexible handset upgrades.

The ‘Glow’ ad will roll out across multiple channels, including TV, out-of-home (OOH), digital OOH, radio, and Three’s retail and digital platforms. The campaign aims to reinforce Three’s position as a network that rewards loyalty and enhances everyday life.

Three  says the strategy behind ‘Glow’ is to “bring to life the real joy and tangible benefits of being a Three customer,” with a focus on building emotional connection and engagement across both physical and digital spaces.

The TV ad opens at a bus stop, where a radiant light emanates from a Three customer who has redeemed a £1 coffee using the Three+ rewards app. The “glow” symbolises the satisfaction customers feel, catching the attention of everyone around her and sparking curiosity about the benefits of switching to Three.

An original soundtrack was composed for the campaign, which also features a teaser cameo from TikTok comedian and actor Henry Rowley, who will appear in a broader social media push supporting the campaign.