Starring a pair of romantic raccoons, smart-TV provider Vizio has dropped a new campaign that it produced in partnership with New York City-based creative agency David&Goliath (D&G)and several other providers.
:60 brand spot
The new campaign, with “Watch us” as its tagline, signals Vizio's shift from marketing itself as a smart-TV leader into a home entertainment hub with its TVs at the center. Including its sound-bar technology, Vizio offers users linear and on-demand video, television, movies and music from a wide variety of providers as well as access to personal media assets.
“Given our extensive history in product development and our deep relationship with our customers, we find ourselves in a unique position to infuse innovation, personality, and emotion into the connection that people have with their TVs,” said Kaitlyn Collins, vice president of marketing at Vizio, in a statement. “We're not just selling a product, we're enhancing the impact we have on consumers' lives by offering a best-in-class entertainment experience from a brand that people know, love, and trust.”
“‘Watch us' is not just the new tagline for Vizio, it's the brand's new ethos— giving people more and more reasons to not only watch them, but shifting the way they see the brand and its place in the entertainment landscape,” said David Angelo, founder and creative chairman of D&G, also in a statement.
The campaign dawns a complete rebrand, including a new look-and-feel that incorporates a modern “V-motif” graphic across all mediums—from print, to digital, to the website, to broadcast, social, and beyond. Vizio's new mnemonic, created in concert with Los Angeles-based creative agency Imaginary Forces, draws the viewer in through the “V-motif,” landing on the Vizio logo and “Watch us” tagline.
“Light and color are used as a foundation that shapes the Vizio brand mnemonic. A single gradient of light bends, transporting the viewer through a color journey that forms the logo,” said Imaginary Forces Creative Director Tosh Kodama.
Additional campaign elements include :30 and :15 spots as well as various social assets running on broadcast networks, cable TV, paid digital, paid social and Vizio-owned and operated channel and brand assets.
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