Three UK’s hit campaign Gravlax, which first aired in 2022, is back on air for six weeks in April and May, 2026.
The TVC features a nervous boyfriend faced with an intimidating restaurant menu while dining with his in-laws. After hitting the search button, he finds himself lakeside with a Scandinavian fisherman, who reveals that ‘gravlax’ is nothing more than cured salmon with sugar, salt and dill.
No question is too big or small for the Hot Line Hut, reinforcing Three’s positioning as “Here for Life’s questions, big or small.”
This time, the campaign returns with a twist. To extend Gravlax into social media, Three has turned the TVC’s lakeside fishing hut into a social-ready Hot Line Hut, occupied by comedy duo Maisie Adams and Suzi Ruffell.
No question is too big or small for the Hot Line Hut, reinforcing Three’s positioning as “Here for Life’s questions, big or small.” The activation leans into the humorous, insight-led storytelling that Three is known for.
Inside the hut, Maisie and Suzi tackle listener-submitted life dilemmas with sharp wit and zero judgement. The hut acts as a call centre for fans who message in with questions such as “Should I leave mid-date?” From full-blown goblin mode to late-night Instagram regrets, nothing’s off the table, proving no problem is too small, strange or slippery to solve from a Scandi hideaway.
The Hot Line Hut activation is live across media including Video On Demand, YouTube and paid social.
Watch the Gravlax TVC here.