Word Play: Rosetta Stone Campaign Finds The Perfect Word To Match An Experience

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. 



“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.

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