To mark the start of series 19 of Channel 4’s hit TV show, Gogglebox, Three UK is launching a new creative campaign focused on the various ways we use our phones whilst watching TV. 

Research shows that a staggering 90% of us are ‘second screeners’, scrolling through our phones while also watching TV. 1. Three’s new suite of idents brings this behaviour to life through a series of truly relatable mobile moments played out by a modern British family watching Gogglebox on a Friday night.

The suite of 15”, 10” and 5” idents were created by Wonderhood Studios and directed by Knucklehead’s Rob Leggatt. Each ident spotlights a different mobile moment; from the annoyance of being interrupted by a family member’s ringtone mid-show, to getting distracted and Googling the age of an actor. In the spots, family members across generations connect over these daily mobile moments, mirroring the way the nation watches TV.

Three UK’s multi-million-pound partnership with Gogglebox is now in its second year and enables the brand to associate with quality, relatable content and tap into the positive viewing experience the broad mainstream audience has with Gogglebox.

Three has seen a strong increase in brand awareness and consideration amongst the Gogglebox audience since the start of the sponsorship. Viewers are more likely to associate Three with ‘understanding how people use their phones’ and ‘has good network coverage’.

Three UK’s latest insight-led campaign around phone behaviour perfectly complements the Gogglebox approach that captures the mood of the nation through TV. The new creative will be revealed tonight at 9 PM on Channel 4 and the sponsorship will also be visible across all Gogglebox series available on Channel 4, E4 and All 4.

Andy Foy, director of marketing at Three UK, said: “I’m excited to tune in to the new series of Gogglebox tonight and see the latest iteration of our proud partnership on the screens of the nation. So many of us - including me - are second screeners - and these everyday moments are really brought to life with these new idents. We’re confident that this new creative will continue to drive positive brand consideration.”

Sofie Saietz & Simone Weilborg, creatives at Wonderhood Studios, added: “These idents have been so fun to create. We need to credit our own families here though, as they’ve turned out to be a huge source of inspiration. Working with Rob to bring it to life has been a dream and his approach only made the idents funnier.”

To celebrate the launch of series 19, Three will also run three Gogglebox trivia competitions on Twitter, putting viewers’ knowledge of the show to the test. The first of three quizzes begins tonight with the chance to win a Samsung Galaxy S21 5G. Full terms and conditions can be found here.