Three's new idents for 'Gogglebox' depict the alone time we're craving in lockdown

U.K. mobile brand is the latest sponsor of the popular Channel 4 show

Published On
Mar 05, 2021

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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.


Mar 05, 2021
Client :
Agency :
Wonderhood Studios
Founder & Chief Creative Officer :
Aidan McClure
Founder & Chief Operation Officer :
Alex Best
Founder & Chief Strategy Officer :
Jessica Lovell
Creative Director :
Jack Croft
Creative Director :
Stacey Bird
Creative :
Ads Dechaud
Creative :
Phil Le Brun
Planning Director :
Nick Exford
Planner :
Ellie Sherrard
Director of Data Strategy :
Jack Colchester
Business Director :
Sam Brown
Account Director :
Alex Austin
Account Manager :
Darcy Gilbert
Account Execs :
Sham Shakil
Agency Producer :
Nikki Holbrow
Production Company :
Producer :
Shirley O’Connor
Director :
Nick Ball
Steve Annis
Editor :
Leo King
Editor :
Untold Studios
Colorist :
Julien Alary
Sound Design/Mixer :
Sam Ashwell
Sound Design/Mixer :
Jeff Smith
Sound Design/Mixer :
Media :

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