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Everywhere

Fleetwood Mac score first top 20 hit in 25 years thanks to pony advert

Three UK’s ‘Dance Pony Dance’ Campaign Has Thrust ‘Everywhere’ Up The Charts.

By Tom Miller
HandBag.com (UK)
Sunday, March 10th 2013, 18:05

1987_everywhere_us_7inFleetwood Mac have scored their first top 20 hit in 25 years thanks to Three UK’s ‘Dance Pony Dance’ campaign.

‘Everywhere’ climbed 72 places up the singles chart to number 15 in the past week. It previously reached number 4 in the chart in 1988.

The ad by Three UK features a pony moon-walking and dancing in a field to the track. Customers are invited to remix their own pony video at ThePonyMixer.com.

The band’s accolade was confirmed by the Official Charts Twitter account earlier today:

Official Charts @officialcharts

Thanks to the @ThreeUK advert, this week’s highest climber, up 72 places to #Number15, is #Everywhere by @fleetwoodmac. #DancePonyDance

5:46 PM – 10 Mar 13

Listen to Fleetwood Mac’s ‘Everywhere’ in full:

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Everywhere

Chart Watch Britain: Fleetwood Mac thrives while Jimi Hendrix disappoints

2013_rumours_1024x929Vintage Vinyl News (UK)
Sunday, March 30, 2013

Michael Ball, remains the king of the veteran artists in the U.K. as his Both Sides Now only drops from 8 to 13 in its second week.

The biggest of the new albums by veteran artists belongs to Jimi Hendrix’s People, Hell and Angels which premiers at 39. While the album is tearing up the U.S. charts with what will be a number 2 debut this week, the 39 is the worst that a Hendrix album has done in the U.K.

The other new album is Old Yellow Moon by Emmylou Harris and Rodney Crowell, which starts at 42 on the Albums and number 1 on the country Albums.

The artist that is really thriving for the week is doing it with decades old material. Fleetwood Mac’s deluxe edition of Rumours is as 19 on the Album and tops the Catalog (Heritage) Album chart while the single “Everywhere,” which was their last top 40 hit in the U.K. back in 1988, has reemerged and risen to number 15 on the Singles and Digital Singles and 3 on the Catalog Singles charts.

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Everywhere

Pony dance advert brings Fleetwood Mac ‘Everywhere’ Back into charts

By Andrew Braithwaite
Music Talkers (UK)
Wednesday, March 6, 2013 17:27

An unusual yet amusing advert has brought Fleetwood Mac’s classic song ‘Everywhere’ back into the charts to a respectable position. The advert for mobile phone company ‘Three’ has racked up massive amounts of YouTube hits in just over a week. It’s fast become the latest UK viral sensation.

2013-dancing-ponyWith a rather bizarre combination of a dancing Shetland pony on a cliff side in Eshaness in the Shetland Islands Scotland, the pony breaks out into some kind of backwards leg shuffle dance, similar to the moonwalk dance.

The reaction to the advert has been massive; people on Twitter have been praising the advert, some saying that it’s the best thing they have seen. It’s not without its complaints though; some cannot stand the clip and find it highly irritating.

Today when the official midweek charts were revealed Fleetwood Mac ‘Everywhere’ had come in at number 14. The classic was originally released in 1988 where it got to number 4 in the charts. Maybe it could beat its original place through this viral sensation by weekend.

The owners of the farm have reported that the emails, calls and letters have come in from around the world about their Pony named ‘Socks’. No doubt mobile phone company Three are delighted with the success too.

It’s not the first time we have seen odd combinations of classic songs with adverts to produce massive viral success. A few years ago the Phil Collins drumming Gorilla advert saw a great response. It seems combination of classic songs with surreal videos is the key to viral success.

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Everywhere

One slick pony! Shetland that moon-walks to Fleetwood Mac is an Internet smash

  • Dancing Shetland pony has racked up millions of YouTube hits
  • Ad for mobile network 3 described as ‘best thing ever’ by fans
  • Mari Williamson, the owner of the stallion Socks, told of her pride

By Kerry McDermott
Daily Mail (UK)
Tuesday, March 5, 2013 9:29 p.m. EST

2013-shetland-pony3As the government’s austerity programme rolls on, and the UK tightens its belt, Britain is a nation in need of something to smile about.

And it seems a Shetland pony moon-walking to the strains of an ‘80s pop tune could be just the thing.

An advert for mobile internet firm 3, which sees a pony tapping its hooves to “Everywhere” by Fleetwood Mac, has been lauded as ‘the best thing ever’ by fans on Twitter.

The quirky clip has racked up more than two million YouTube hits in less than a week.

‘Seeing the dancing pony advert brightens up my day,’ said Twitter user @_5ophie, while @Lozzaap tweeted that it would ‘always be my favourite advert’.

Another fan, @Anthonyshaw_, posted: ‘Love that dancing pony in the new 3 advert’, adding ‘It’ll probably be in a lasagne by next week though’ — referencing the recent horse meat scandal.

Mrs Williamson, 42, who runs the Benston stud farm on Shetland, said she was amazed at the five-year-old’s new found fame.

He was even given the VIP treatment during the shoot by having his own hairdresser who attached 40 clips to his locks for each day of filming.

Mrs Williamson was approached last year to supply the ponies for the advert, which was filmed on the cliffs of Eshaness on the islands.

She said: ‘The reaction has been incredible. We have had phone calls and emails from all over the world. I thought they did a terrific job with the advert and it was surreal watching it for the first time.

‘Socks is a plucky pony who just loves attention and I think that’s why he was picked out to be the star. He spent a week filming the advert and he took it all in his stride.

‘It’s gone viral now with millions of people watching him but he is blissfully unaware and is keeping his hoofs firmly on the ground.’

Socks was prepared for his starring role for two weeks by local animal trainer Elaine Tait, who told how she taught him to ‘moonwalk’ by giving him carrots as gifts.

She said: ‘Since I only had two weeks in order to get Socks ready to moonwalk, I had to work quickly to gain his trust.

‘I had to encourage him to go up on his rear legs as well – usually this is something that a trainer tries to get his horse or pony not to do, but because of the choreography of the ad, it was something we had to do.

‘In order to get him to paw the ground, which is probably one of the most important parts of the moonwalk process, I placed a facecloth to the ground that he would paw.

‘Eventually, he would know to paw the ground without the facecloth being there.’

The moonwalking Shetland horse advert was filmed by award-winning filmmaker Dougal Wilson, famed for his tear-jerking festive films for John Lewis.

Local hairstylist Bjoern Larson fitted Socks with extensions and used luxury products on him for the shoot.

One of Mrs Williamson’s other ponies, Hugh, also starred on the advert, which launched during Coronation Street last week.

However, she insisted that despite his fame she will not be cashing in by selling Socks.

She added: ‘He has never been for sale and I won’t be selling him no matter what the price. ‘He’s a very special little pony.’

Mash-up versions of the popular advert have also been cropping up on YouTube, including one in which the Fleetwood Mac song has been replaced by Michael Jackson’s “Billie Jean,” and another which sees the pony trotting to the sounds of “Teenage Kicks” by The Undertones.

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Christine McVie Everywhere

Moonwalking pony goes viral, wins praise from Fleetwood Mac

Walking to Optimism (UK)
Monday, March 4, 2013

Our moonwalking pony ad for Three mobile is now topping the global viral charts. Second Sync, which analyzes Twitter conversations, says that the video generated 14,000 tweets within five hours of its internet premiere on Friday.

But even more excitingly, we got a telephone call from Martin Wyatt, manager of Christine McVie of Fleetwood Mac, the writer and performer of the song ‘Everywhere’ that soundtracks the ad. He told us that Christine is “absolutely thrilled to bits” that we used ‘Everywhere’ and wanted to congratulate whoever made the decision to use it in the ad. She “absolutely loves” the ad and has been “glued to the TV all weekend” waiting for it to come back on. Our Three team is a bit starstruck and overwhelmed at this news.

2013-shetland-pony

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Everywhere

Three launches Fleetwood Mac dancing horse ad

Three is launching its major first brand campaign for four years, featuring a dancing Shetland Pony, as it looks to boost brand preference against its big spending rivals.

By Lara O’Reilly
Marketing Week
Friday, March 1, 2013

The mobile operator is shifting from focusing on value to pushing out its brand values in the multi-million pound push, after undertaking several months of research into its target audience and their interests. The company did launch a campaign in November 2011 around its network benefits, but the latest campaign eschews mention of product at all. The last major brand campaign was in 2009.

Tom Malleschitz, Three marketing director, admitted to Marketing Week the company has “lacked brand consideration” among what it internally calls the “early majority” segment — people who want smartphones but are not necessarily early adopters.

He added the company has not run such a sizeable campaign in years because it has been investing in building its network, improving customer service and building “proof points” around its brand before “shouting loud” about them.

Malleschitz says: “We are still the relatively new kids on the block and our marketing budget needs to work harder [than our rivals] because we are smaller. We have invested and built up our network for four to five years and in our customer services — because Three was in a different shape four to five years ago. Changing the perception of us from this to a great network takes time but this will change and has already changed a great amount in the last couple of years.”

Research conducted by BrainJuicer and commissioned by Three found its target audience loves sharing videos and photos via their mobiles with friend -particularly animals in funny situations.

A TV ad, created by Wieden + Kennedy, features a Shetland Pony moonwalking to “Everywhere” by Fleetwood Mac, who recently announced they were reforming. It carries the strapline “Silly Stuff. It Matters”.

2013-shetland-pony2The ad will be supported by a web based app hosted on YouTube called ponymixer.com, which encourages users to “mix up” the ad with different songs and animals and share their mixes with friends — with the best customisations featuring in additional marketing activity. It will also feature outdoor, in cinema and on Three’s social media channels. Mindshare handled media planning and buying.

Three has also partnered with The Guardian’s online edition to launch a new section called “Keep on Internetting”, which will core the most liked, shared and mentioned content online. Media was planned and bought by Mindhsare.

The push comes ahead of the wider rollout of 4G beyond EE by operators Three, O2 and Vodafone.

Malleschitz explains Three will not hero the 4G spectrum it acquired earlier this month in Ofcom’s auction as the company believes it already has “ultrafast” technology.

He adds: “We already have an ultrafast network which is the answer to all the techhy talk. We truly believe tecchy language is something we should avoid. Our customers want a reliable, fast network that should be available for the whole country with no premium.”