Three UK has unveiled its latest brand campaign, which celebrates the spirit of connection, by highlighting how networks can uplift and support people.

The 30″ TV ads, created by Wonderhood studios and directed by James Rouse, follow two families. The first follows the Sharma family, with the eldest having a crisis of confidence before a job interview before his family gives him a rousing pep talk to help nail the interview.

Meanwhile, the second meets a new mum is feeling overwhelmed as she struggles to settle her baby. As she walks down the stairs in the dead of night she is met with a huge group of new mums who offer her advice so she doesn’t feel alone.

In the campaign, media and creative will go hand in hand to target moments when audiences are connected to their networks, from Mother and Baby cinema showings to Podcast takeovers and avid fanbases, using OOH and PR to further highlight these networks.

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“For this year’s Life Needs a Big Network campaign, we’re injecting new meaning into the platform. Three’s network only really exists to support the amazing human networks that are present up and down the whole of the UK,” said Wonderhood Studios executive creative director Ben Edwards.

“Across multiple media channels, this campaign celebrates the joy of being connected to the people you care about – all in an authentic, positive and moving way,” he added.

Three UK & Ireland marketing director Aislinn O’Connor said: “We have  evolved our brand platform, Life Needs a Big Network, to focus on the human networks that our customers value so dearly, and the sense of connection they bring to their lives.”

“Central to this is our network supporting your network in day-to-day life and the moments that really matter.”