The Dancing Pony: A Case In Point

Why the latest dose of animal magic demonstrates the importance of a strong USP…

Well, it seems we’ve all gone pony crazy. The new advert from mobile phone network 3 has created a nationwide, multi-generational buzz rarely seen on these shores. In creative terms, it’s demonstrated just how important a strong Unique Selling Proposition (USP) can be when constructing a creative brief.

Since its inception in the early naughties, 3 has been dogged by poor coverage, and an average (at best) reputation. With this advert, though, they’ve started to re-create themselves as an online network, rather than simply a mobile network.

The very tagline says it all – the Internet is for silly stuff. Interestingly, this tag also acts as an alternative call to action, instead of simply flogging a product.  It encourages viewers to remix or construct their own replies. This right to reply is the epitome of web 2.0 technology, and judging by the development of the adverts, the call has been well and truly answered.

The ad has got the lot when it comes to online trends. There’s animal humour (LOLcats), a hearty ballad (Rick Rolling, anyone?) and of course a hashtag for good measure, all combined to make a very postmodern pastiche that we can’t help but enjoy. The advert blurs generational borders, allowing it to be adored by parents and teens alike, while reflecting the universally accessible nature of the Internet.

This was all possible because the agency was given a USP that let them create a daft advert. Somehow, we’re not sure the same tack would work for any new D&G adverts…

As a case study, 3’s dancing pony shows us just how important a clear USP is. That said, it may not inspire the same result from every brief - it has to fit the product and the company. In this case, the message from 3 is simple – on the Internet, you’ve got to be daft. You’ve got to be creative. And you’ve got to be engaging. That’s exactly what the dancing pony advert is.