A woman hides from her kids, husband and dog to watch TV on her phone in a closet, in mobile brand Three's humorous new idents for the U.K.'s "Gogglebox," aptly summing up the claustrophobia everyone's been feeling in the country's latest lockdown.

In other executions featuring a same-sex couple, a man watches TV on his laptop in bed and is irritated by his partner's bedtime rituals, although eventually they both manage to enjoy the show together.

The campaign, created via Wonderhood Studios, aims at highlighting "playful insights" around TV viewing and phone use—and anyone who's longed to escape and get some alone time during the pandemic will probably be able to relate. The ads were shot in Covid-safe conditions using anamorphic lenses to give the everyday a cinematic quality and took place in one studio with bespoke set-builds. Blink's Nick Ball directed remotely from L.A.

"This partnership was a great opportunity to do something fun—Three is an iconic brand that helps the nation connect to TV content in different ways, while 'Gogglebox' has become a proper cornerstone of British culture with millions tuning in each week to essentially watch people, watch TV," said Ads Dechaud and Phil Le Brun, creatives at Wonderhood Studios, in a statement.“ But the show is so much more than that. The characters and perfectly relatable moments keep people coming back, year after year and this is what we wanted to try and capture in these idents.”

The creative work kicks off a multi-million pound two -year sponsorship deal between Three and "Gogglebox," which shows ordinary families watching and commenting on TV and continues to be a popular U.K. show; the most recent series was Channel 4’s second-highest rating show of 2020. The sponsorship deal was brokered by Channel 4’s in-house sales team 4Sales and Three’s media agency Zenith.