THE BRIEF
Drive awareness of the streaming platform, U to you. Yes you.
PROBLEM
Content overload brings choice paralysis - and it’s starting to feel like pressure. Competitors play in the perfectly curated ‘must-watch’ lists and guilt-inducing backlogs. Audiences spiral trying to keep up, rather than kicking back, always chasing the next big thing and forgetting to watch because of the joy of it.
APPROACH
Streaming isn’t supposed to feel like another to-do list.
Somewhere along the way it stopped being about what you feel like watching and became about what everyone else says you should.
U should feel like a pressureless scroll.
No shame in rewatching. No fear of falling behind.
Just the freedom to watch what feels right.
THE AD
Bill Nighy calls out “U!” into the ether, sparking a run of comic confusions before the big reveal: he’s been talking about the platform all along.
The witty and memorable ad nudges and winks it’s way through audiences as a reminder that U is nothing with them.
OOH
Our campaign puts viewers at the centre, bringing our brand line ‘We’ve Got U’ to life through its double meaning: we’ve got the shows, and we’ve got you the audience. For the outdoor, we played with the dual meaning of You and U to make that connection unmistakable.
