Viral Review: Three Gets Weird With ‘Streaming Consciousness’ Ad

This article originally appeared in Campaign

In advertising, ‘weird’ is a difficult thing to get right. Go too far and you’ll alienate people; be too cautious and you won’t stand out. Over the years, brands like Old Spice and Skittles have mined rich seams of surreality and outright oddity to massive sharing success and critical kudos.

Now British telecom giant Three is moving into stranger territory too.