Remember Mabel the pug? Big eyes, adorable furry face… birthday cake hat? Of course you do. Well she's back, riding a sleigh through a seriously snowy winter scene, to wish internetters a merry Christmas and celebrate the fact that Three are still seriously serious about Pay As You Go.

We first introduced Mabel to the public a couple of months ago to help Three announce the launch of their revolutionary and beautifully simple approach to PAYG SIMS – that's 3p/minute, 2p/text, 1p/MB of data, for everyone all the time – in a fittingly epic and seriously silly way.

Now that Christmas is on the horizon, we've brought Mabel back to bring a bit of festive silliness to a seriously good message, decked out in reindeer antlers, fairy lights and her very own tiny fair isle jumper. The spot was directed by Randy Krallman and is supported by print, in-store and OOH executions. 

Here she is wishing late night shoppers on Oxford Street a merry Christmas: