Hulu has launched “In The Know”, an advertising campaign shining a light on all-too-human behaviour in social situations: standing awkwardly as talk turns to a popular TV show or movie we haven’t seen. Own up? Or attempt to seem “in the know”? Hulu is that friend who can help keep us honest… when it comes to TV. The integrated Hulu In The Know campaign, created by agency twofifteenmccann, builds on Hulu’s brand invitation to “Come TV With Us”, and offers a simple alternative to being caught in a tangled web of lies: watch all episodes of hit TV shows, premium originals and movies on Hulu.
Broadcast spots showcase the social anxiety of those fans ‘not in the know’ desperate to keep the conversations going, including in one hapless fan’s encounter with Aaron Paul, star of hit Hulu Original, The Path. The tagline: “Watch more, lie less”.
In social, Hulu will join the already robust conversation around TV, by inviting fans to share their TV truths on Twitter using hashtag #TVConfessions. Leveraging influencers and Hulu’s Twitter channel, fans will be invited to share their confessions – the good, bad and ugly – and curate them on Hulu’s Tumblr page. Influencers also will take the deepest, darkest confessions and create an original piece of digital artwork that will be shared back to fans.
Snackable social and digital videos, developed with Hulu’s Originals talent, will roll out late May into the summer. Aaron Paul will be catching actors auditioning for a role on The Path in some compromising lies. Mindy Kaling, star of The Mindy Project, will help liars “Act Like They’ve Seen It” by sharing some of her acting tips and tricks to avoid being caught in a tv lie.
Hulu In The Know Credits
The Hulu In The Know campaign was developed at twofifteenmccann, San Francisco, by chief creative officer Scott Duchon, associate creative director/art director Justin Hargraves, associate creative director/copywriter Rob Katzenstein, director of integrated production Alex Spahr, senior producer Mai Huynh, business affairs director Mary Beth Barney, account team Julie Sinclair and Bhumieka Patel, strategy team Gabrielle Tenaglia, Janene Lin, and Paige Robertson.
Filming was shot by director Tim Godsall via Anonymous Content with director of photography Andre Pienaar, line producer James Graves, executive producer Eric Stern, head of production Kerry Haynie, production designer Paul Austerberry.
Editors were Steve Gandolfi, Pete Koob and Luc Giddens at Cut + Run with managing director Michelle Eskin,, executive producer (Los Angeles) Amburr Farls, executive producer (San Francisco) Deanne Mehling, and producer Jared Thomas.
Visual effects were produced at Jogger by creative director David Parker, executive producer Rich Rama, producer Ben Sposato, 2D artist Adam Levine, and Flame assistant Jorge Tanaka.
Colourist was Dave Hussey at Company 3.
Music was produced at Human Worldwide.
