For its new live, linear TV network service, Hulu with Live TV, the company has started a national marketing effort called “For The Audience.”
The campaign’s four national TV spots, which will roll out through December, are stylized to resemble the new Hulu user interface, and feature actress Anna Kendrick.
The spots mark Hulu’s first national advertising campaign using a celebrity spokesperson in more than five years.
In its launch spot, Kendrick opines about different shows that float by like fish in an aquarium in dreamlike setting. At the end of the spot, she says: “All your TV in one place. It’s not a dream. It’s TV come true.”
On screen, the spot ends with the message: TV Come True.” Then: “Hulu. Come TV with Us.”
The initial commercial ran on NBC’s “Today Show” on Tuesday. The campaign will also include digital video and social media efforts.
In another spot called “Channelling Anna,” Kendrick says Hulu tells her what she loves to watch and when. “Every time I watch, it knows me a little better.” In the background, a number of video images appear and disappear in soft focus.
She sings while putting on makeup: “Thank you for being a friend,” with images of “Golden Girls” in her mirror. “Finally, TV that gets you.”
Hulu with Live TV, which launched earlier this year, has more than 50 channels, including local TV channels. To date, it has sign up a total of 201 networks/stations. Hulu is co-owned by NBCUniversal, 21st Century Fox, Walt Disney and Time Warner.