C-E's First TiVo Ads Set to Air

Otherworldly Themes Anchor the TV Service’s New Campaign
LOS ANGELES–Campbell-Ewald/West’s first campaign for personal television service TiVo playfully pokes fun at TV watchers who don’t want to miss a moment of their favorite shows.
The TV, print, in-store, radio and promotional campaign is part of an estimated $20 million, yearlong effort.
Two 30-second TV spots, breaking this week, air in spot markets in major metro areas, said Lance Mald, executive vice president, executive creative director at the Los Angeles agency.
“Abduction” shows a man watching a program about space aliens on a TV equipped with a TiVo box. A voiceover says, “Say you’re going to miss your favorite TV show because you have to go out of town unexpectedly.” The man is suddenly beamed out his chair and pulled aboard an alien spaceship. He returns several months later to find TiVo has digitally recorded the show.
“We felt it would’ve been trite to show someone getting up to answer the phone or go to the restroom,” said Mald. “We wanted something that was more compelling and would break through.”
In the second spot, a young man watching sports is interrupted by the Grim Reaper. He manages to turn him away without missing a minute of the action, as TiVo is able to digitally record live programming.
Both spots end with the line “Is this control or what?” and the tag, “You run the show.”
Radio and in-store ads may include a promotion with DirecTV, another C-E/West client, said Mald.
TiVo, Sunnyvale, Calif., awarded C-E/West the business in January.