The Brief

Three Mobile scrapped data roaming fees in Spain so you could call, text and share to your heart’s content. Cow was briefed by Three to deliver a creative idea that would drive awareness of the announcement, build excitement, create conversations on and offline, deliver fame for Three and set it apart from its competitors in the mobile industry.

The Big Idea

We created a hilarious piece of super-shareable and newsworthy content in which ultimate ‘British bloke’ Vinnie Jones taught viewers Spanish.

Why? Well, go to Spain and chances are you’ll see Brits abroad attempting a few choice phrases in the local lingo. And if there’s one thing we know how to do on holiday it’s how to order “dos cervezas por favor” with the strongest British accents this side of Gibraltar. 

We wanted to pay tribute to Brits’ admirable, yet unintentionally hilarious, attempts to blend in with the locals. Vinnie Jones teaching you Spanish in a loud shirt without even so much as an attempt to hide his Watford accent was the perfect parody that would also drive national fame for the mobile network’s announcement that it was scrapping data roaming in Spain.