"Living Your Best Phone Life"

21 September 2023

60s

A real Dilemma.

Raine Allen-Miller, director of 'Rye Lane' (watch it, if you do nothing else today), helms this melodic spot for Three, the mobile operator who want customers to live their best phone lives. For protagonist Carol, it sounds a lot like Kelly Rowland and Nelly’s 2002 hit, 'Dilemma'.

That's because every time Carol reacts to a video or a post, she sounds like the 'Aaaah!' that's peppered throughout the song. The sample known as 'Aaaah! (169)' has a storied history, but it plays second fiddle to the protagonist's quirky, warm-hearted vocals.

Her husband chips in at one point after he's stung in the face by a wasp, which is a lovely spot of audiovisual comedy. Yet there's also a sweet and relatable story being told here, as the reason for Carol's screen addiction is revealed. Turns out doting grandmothers have the best phone lives.

UK

Mobile Phone Networks