Tesco’s movie and TV streaming service 'blinkbox
' is to launch its first TV campaign this week.
The campaign, which breaks on Thursday (15th November), aims to increase awareness of the service’s ‘latest releases without subscription’ credentials that set it apart from services like LOVEFiLM, Netflix and Sky which offer older content and require monthly subscriptions and contracts.
Conceived by creative agency Karmarama, the TV advert shows a struggling boxer whose fortunes are turned around after his cornermen show him the latest releases between rounds. The opening ad shows the boxer inspired by The Amazing Spiderman. He leaps to his feet and defeats his opponent with a series of moves inspired by the comic book thriller which will be available to buy on blinkbox two weeks before its DVD release. Other variations show the boxer psyched up by TV series True Blood and movies Kung Fu Panda 2 and Magic Mike.
View the spot below:
The TV campaign is supported by radio, outdoor, digital out of home and print placements that further hit home the ‘latest releases without subscription’ message. All advertising includes the phrase ‘blinkbox to the rescue’, designed to position the service as a solution to ‘entertainment woes’, particularly of those using subscription services.
The TV ad was written by Karmarama and created by award winning director John O’Hagan whose past credits include ads for Toyota, Budweiser, Range Rover and Halfords. Media planning and buying was overseen by Arena Media. There are four versions of the ad in total, with a 10 second tail with a customer offer.
Kate Simon, blinkbox director of sales and marketing, said: “We want to bring clarity to a confusing and cluttered marketplace by showing that blinkbox offers exactly what consumers want - the latest films and TV without subscription.
“We’ve used humour to build awareness of blinkbox and position ourselves as a customer-centric brand coming to the rescue of disgruntled movie and TV lovers who have been left on the ropes by subscription services.”
blinkbox is available on a growing number of games consoles, tablets, Smart TVs and PCs/Macs, offering over 15,000 quality movie and TV titles.
Creative Director: Dave Buonaguidi
Creatives: Rob Turner, Dave Westland
Agency Producer: Mays Al-Ali
Production Company: RSA
Director: John O’Hagan
Executive Producer: Caspar Delaney
Production Manager: Michelle Kirkman
Production Assistant: Sophie Merchant
Director of Photography: Mark Patten
1st AD: Sean Cotter
Editor: Ben Harrex - Final Cut
Post Production: MPC
Colourist: Jean-Clement Soret
Flame Operator: Bill McNamara
Post Production Producer: Chris Allen
Sound Design: Munzie Thind - Grand Central