Watch things get mighty weird in a telco ad from Andreas Nilsson and Isle of Dogs puppet maker Andy Gent

Strangeness is an underrated tool in advertising. While a lot of brands often lean on the time-honoured tradition of randomness, circa early-internet Badger, Badger, Badger, to hold audiences’ attention, genuine what-is-it?-oddness is a bit rarer in the commercial sphere. That’s what Swedish telco Tre has gone for in a new campaign and ad with creative agency B-Reel, Say You, Say Tre. Aiming to “dream bigger and crazier” than before, Tre and B-Reel have brought in master puppet maker Andy Gent, presumably because in the words of RuPaul, everybody loves puppets.

Directed by Andreas Nilsson and produced by Scandinavian production company Bacon, the 60-second spot kicks off in a Swedish karaoke pub – the lights are dim, the singing is pitchy, and things are heating up on the dance floor because a number-three shaped puppet (playing Tre) has found love. The release from B-Reel explains: “Say You, Say 3 is a heartfelt invitation to the people of Sweden to give ‘the nicer network’ a chance”.

To personify Tre’s status as the “nicer network”, acclaimed puppet-maker, Andy Gent, whose portfolio includes work on Isle of Dogs, Fantastic Mr. Fox and Corpse Bride, created a character titled the “Tre guy”; a “lovable rebel”, with some “big feelings”, says the release.

“In a world where most brands choose to blend in,” says director Andreas Nilsson, “I find it so refreshing that Tre and B-Reel have chosen to entertain their audience rather than put them to sleep. They were fun to make and we hope fun to watch.”

Debuting across Swedish TV channels last month, Say You, Say Tre marks a new campaign year for Tre, in which the telco will invite Swedes to choose a Trevligt (nice) network. The TV spot forms part of an integrated campaign which includes OOH, radio, cinema and social, with more, hopefully just as odd, films to follow later this year.