Creative company Gravity Road were commissioned by Three to create an ad for their campaign “Go Binge”, which explored findings from an extensive consumer research survey around the bingeing behaviours of the UK (The Binge Files). 44% of people aged 16-24 years old watch more than an hour of streamed content on their phones daily and 46% binge because they can’t wait for the next episode. With these facts, Gravity Road created a (hilarious) short film parodying people’s streaming addictions, and despite the research insights this binging culture is constantly being discussed on social media and in memes.
Three’s deal allows binge-obsessed customers to stream films, TV shows and music on popular streaming services (e.g. Netflix, TV Player, Deezer and SoundCloud) without the fear of exceeding their data limit. Directed by the multi-award winning director Tom Geens, the short film is set in an eccentric electronics store, where the store owner hosts secret ‘Binge classes’ after hours. The owner encourages people to become more in-tune with streaming and love their devices, to help them achieve a higher stream of consciousness through activities like chanting “Stream in, and stream out, I love my device, the device is me…”. Hilarious. This is definitely one of the best UK ads I’ve seen this year.