LA-based agency David&Goliath has crafted a new campaign promoting VIZIO’s M-Series Smart TV and VIZIO Sound Bar, complete with the new tagline, “Beautifully Simple.”
The TV campaign contains three new spots: “So Easy,” “My Station” and “Tiny Dancer.” Each of these was directed by Michael Downing, with cinematography by Masanobu Takayanagi (who has worked on Silver Linings Playbook and Babel). Together, the spots form a kind of narrative, beginning with “So Easy” (featured above). This spot, and the campaign as a whole, play on the fact that children often understand new technology better than their parents. In “So Easy” a young girl helps her dad through problems with his laptop and smartphone. The father then jumps at the opportunity to help his daughter pick a program on VIZIO’s M-Series Smart TV. A cute idea, that is unfortunately followed by the theme-line “So easy, even an adult can figure it out.” This wouldn’t be a problem, if it wasn’t for the fact that Geico ruined the lines “So easy, even a…” for everyone, forever.
The next spot, “My Station,” is probably my favorite of the bunch, featuring the dad discovering his daughter’s Pandora station. “Tiny Dancer” concludes the series by upping the cute factor, as well as the father’s competence with the M-Series Smart TV. David&Goliath’s approach of creating a series of ads meant to be viewed in a certain order is interesting, and they pull it off by making each of them able to stand alone as well. I just wish they’d get rid of that theme-line.
Clearly targeted at dads, the campaign will run through the college football season on ESPN’s networks and Hulu into early 2014. Stay tuned for the final two spots, as well as credits, after the jump.
Credits
Agency: David&Goliath
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