Rosetta Stone, which creates mobile and desktop language-learning apps, just kicked off a new campaign.
The work is the first by Duncan Channon, the company's new creative agency of record. Two 30-second spots, “Turf War” and “The Appointment,” comprise the “There’s a Word For That” campaign.
The idea is to position Rosetta Stone as the place to discover the ideal work for a familiar experience. The two spots employ physical comedy — one a ridiculously stylized dog haircut and the other competing actor statues — to underscore the importance of having the right vocabulary to explain any situation.
The whimsical spots are directed by Barcelona-based Marie Schuller.
advertisement
advertisement
“Everyone knows language learning is a process that takes time and effort, so we made an intentional choice to tell playful stories that focus on the other side of the coin — the joy that comes with even small wins in a new language,” said Kelly McCullough, creative director, Duncan Channon.
“The media buy is video-focused, utilizing addressable TV, programmatic connected TV, and YouTube, along with social platforms Facebook, Instagram and Pinterest for additional amplification,” McCullough told Agency Daily. “The addressable TV spots are hyper-focused on targeting active language learners.”
The spots will appear on cable, via various providers, including Comcast, Spectrum, Verizon, Cox, Altice and Charter. Connected TV spots will run on ad-supported streaming platforms. The YouTube buy prioritizes CTV devices.
The California-based agency has also done work for SweetBeats, TikTok, Coachella and Bonterra Organic Vineyards.