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A TV campaign from FCB for the $50 million launch of Microsoft’s Ultimate TV was scrapped and replaced with spots that broke last week from Rodgers Townsend, the company said.
The $60 million St. Louis shop benefited from a delay in the rollout of the product, which is expected to compete with TiVo, ReplayTV and other digital video recording devices. Ultimate TV was expected to be available over the holidays, with backing from an FCB campaign that was shot last year.
Rodgers Townsend had been doing branding work for the client, and pitched a TV campaign during the delay.
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