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Three UK’s Gogglebox ads poke fun at ‘second screeners’


By Amy Houston, Senior Reporter

February 18, 2022 | 3 min read

Are you a second screener? Research shows that a staggering 90% of us enjoy scrolling through our phones while simultaneously watching TV. Having a bit of fun with this statistic and to mark the return of Channel 4’s hit show Gogglebox, the team at Three UK has released a selection of short spots depicting our mobile phone habits.


Three UK's ad by Wonderhood Stuios

Created by Wonderhood Studios and directed by Knucklehead’s Rob Leggatt, each short spotlights an all too relatable moment, from being interrupted by a family member’s ringtone mid-show to getting distracted and Googling the age of an actor. The premise of the ad is to mirror the way the nation watches TV.


“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,” said Andy Foy, director of marketing at Three UK

“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.”

Now in its second year, the partnership between Three UK and Gogglebox enables the network provider to tap into the positive family-friendly sentiment associated with the TV show.


“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,” added Sofie Saietz and Simone Weilborg, creatives at Wonderhood Studios

“Working with Rob to bring it to life has been a dream and his approach only made the idents funnier.”

Gogglebox has been on Britain’s screens for 19 seasons now and to celebrate this milestone Three UK will run show-related trivia competitions on Twitter putting viewers’ knowledge to the test.

Wonderhood Studios recently nabbed The Drum’s Ad of the Day for a spot that imagined being stuck in Zoom forever.

Three UK: Second Screeners by Wonderhood Studios

By Three UK

Overall Rating 3/5

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