David Angelo, Founder and Chief Creative Officer of independent creative agency David&Goliath announced the launch of a new campaign for VIZIO – America’s fastest-growing HDTV and consumer electronics company – representing the agency’s first work for the brand since winning the business in August of this year. D&G’s scope of work for this campaign was to help launch a new overall strategy for the VIZIO brand and included creative and production of multiple television spots.
The new TV campaign for VIZIO’s M-Series – carrying the new brand tagline “Beautifully Simple” and airing nationally on ESPN and online – seeks to redefine “Smart” when it comes to its Smart TVs.
The launch ad, titled "What is Smart," sets the stage for the campaign by introducing customers to VIZIO's approach and philosophy about what it means to be "Smart" – which is to focus on the consumer experience and build products that help make life easier, more intuitive and more human. In short, what it means to be "Smart" is to be "Beautifully Simple."
Following the initial launch ad, the campaign showcases three spots – directed by acclaimed commercial director Michael Downing and cinematographer Masanobu Takayanagi (Silver Linings Playbook, Babel and Warrior) that illustrate how VIZIO's approach plays out in real life, as told through a series of vignettes between a Dad and his tech-savvy seven-year-old daughter. These vignettes introduce consumers to the benefits of VIZIO's Smart TV experience on the new M-Series by highlighting some of the most popular apps on Smart TVs: Netflix, Pandora and YouTube.
The ads are grounded in a simple human truth we can all relate to – how kids today have an intuitive grasp of new technology, sometimes even better than adults. The campaign idea is paid off by the theme-line “So easy, even an adult can figure it out.”
“When it comes to marketing advanced technology products, brands rarely speak a language people understand or relate to,” said Angelo. “VIZIO, on the other hand, has always stood for making high quality more intuitive and easier to use. Our job was to simply bring the VIZIO story to life in a voice that the everyday person can comprehend.”
The campaign will run through the College Football season on ESPN's networks and Hulu into Q1 2014. Some spots will also run on Hulu into Q1 2014.
Creative Credits:
Advertising Agency: David&Goliath, LA
Founder & Chief Creative Officer: David Angelo
Managing Partner, Executive Creative Director: Colin Jeffery
Managing Partner, Director of Client Services: Brian Dunbar
Creative Director: Ben Purcell
Creative Director: Steve Yee
Executive Producer, Director of Broadcast Production: Carol Lombard
Broadcast Producer: Mia Lischer
“So Easy”, “My Station”, “Tiny Dancer”
Production Company: Epoch Films
Director: Michael Downing
Executive Producer: Melissa Culligan
Producer: Kim Hubert
HOP: Megan Murphree
Production Supervisor: Nic Jaramillo
Director of Photography: Masanobu Takayanagi
Editorial: Spinach
Editor: Adam Bright, Art Castle
Assistant Producer: Jonathan Carpio
Mix Company: Margarita Mix
Mixer: Nathan Dubin
Producer: Michele Millard
Online: Fell VFX
EP/VFX Supv./Partner: Rachel Koch — EP
Flame Artist/Creative Dir./Partner: Russell Fell – VFX Supervisor
Music: Original Music by Human