From doomscrolling to video calls, Three acknowledges the hard work your phone's been through in 2020

Spot from the U.K. mobile brand is shot from the phone's POV

Published On
Nov 11, 2020

Editor's Pick

You may have thought you had a tough year in 2020, but spare a thought for your mobile phone. A new campaign from U.K. mobile brand Three acknowledges that it, too, has "seen a lot" in 2020, thanks to the pandemic.

The ad, by Wonderhood Studios, shows 2020 from the point of view of a phone, accompanied by the sound of a Christmas carol-like ditty by a choir, singing about all the things your phone went through.  These include endless scrolling, video calls, quizzes, working from home while trying to entertain kids, and finally, dropping it. 

“2020 has proved just how vital our phones have been—they have stuck with us throughout, and helped us stay connected to the people and things we love," says Aislinn O'Connor, marketing director at Three, in a statement. "Our new ad takes a light-hearted look at the journey our phones have been on this year, as we wanted to recognize the crucial role they have played."

The spot was directed by Simon Ratigan at HLA, who describs the project as "an opportunity to throw the visual rulebook out the window in order to capture life from the perspective of a mobile." 

"It was also a chance to reinvent the world of mobile imagery and to do it in a way that was both beautiful and cinematic," adds Ratigan." With lightweight cameras, crazy angles, and a cast willing to disco dance one minute and bath in front of a film crew the next, we captured some amazing footage and had a lot of fun doing it."


Nov 11, 2020
Client :
Agency :
Wonderhood Studios
Founder & Chief Creative Officer :
Aidan McClure
Founder & Chief Operation Officer :
Alex Best
Founder & Chief Strategy Officer :
Jessica Lovell
Planning Director :
Nick Exford
Planner :
Ellie Sherrard
Director or Data Strategy :
Jack Colchester
Creative Director :
Jack Croft
Creative Director :
Stacey Bird
Agency Producer :
Georgia Totvanian
Business Director :
Ben Blackall
Account Director :
Alex Austin
Account Manager :
Darcy Gilbert
Account Manager :
Eddy Yan
Account Execs :
Sham Shakil
Production Company :
Director :
Simon Ratigan
Federico Alfonzo
Producer :
Nicola Dempsey
Editor :
Paul Watts
Editor :
The Quarry
Untold Studios
Colorist :
Seamus O’Kane
Color :
The Mill
Sound :
Music :
KO Music
Media :

Need a credit fix? Contact the Creativity Editors

Project Type