Unwired: move when you need to

unwiredpuke1

unwireddrum

unwiredflatmate

unwiredvacuum

unwiredflush

The desire to get away from humans has existed since one’s first contact with humans. This need is not confined to the emotional teenager or the old man who loathes today’s children (particularly the emo teenager). It is felt by the child to the aunt, the colleague to manager, and the roommate to room-acquaintance. It is not that you utterly despise these people. Rather, you spend much of your time with them; searching for a way out.

I have termed such individuals as “small doses.” I am comfortable with spending up to 9.4 seconds, after which time my body wants to move. I have also come justify them as “good value.” They contribute some humour/action/vivacity to my life, but like illicit drugs are recommended in small doses.

The laptop and wireless internet connection have aided this small quantity control. Few would call it ill mannered if you excused yourself with the devise in hand.

Agency Three Drunk Monkeys have effectively captured this handy hand-held homage to modern technology. The photography is grotesquely beautiful. It is embodied with such detail- the hair under the armpits, the dark circles, the takeout grease. They have captured a moment that instantly makes us think of the equivalent in our own lives. The copy is equally genius. I can confidently say I have heard 3/5 vey similar remarks from ‘small dose’ acquaintances.

While the art direction deserves praise, my only criticsm is initially I thought this was advertising new rentals/property. It took me a moment to relate the “move” with broadband.

Nonetheless I feel it has somewhat of an anti-drug campaign look about it. For example take the puking man and replace the copy with “I was so wasted I skinned my other cat, and is now worn on my head.” I know it’s a cruel and far-fetched example, but this likeness to a drug campaign only justifies these people as ‘recommended in small doses.’

Advertising Agency: Three Drunk Monkeys, Sydney, Australia
Executive Creative Directors: Justin Drape, Scott Nowell
Creative Director: Noah Regan
Art Director: Matt Heck
Copywriter: Damian Fitzgerald
Photographer: Simon Harsent
Group Content Director: Jenny Lipson
Content Manager: Daniel Deutsch