Hulu Serves as the Savior to Your Peak TV Woes in New Campaign With Aaron Paul

twofifteenmccann spots will appear on broadcast and digital platforms

There's a record-breaking number of shows on television—we're at "Peak TV" after all—and it can seem impossible to keep up. Hulu is here to help in a new campaign from twofifteenmccann. 

The 30-second spots (see below) explore the anxiety people feel when caught in a lie about having seen a recent episode of a TV show. One effort features Aaron Paul who currently stars in Hulu's original series The Path. 

"In today's society, lying about watching a show or movie is nearly a felony in some people's eyes," said Scott Duchon, CCO of twofifteenmccann. "This campaign shows people caught in their own web of lies and offers Hulu as the way out. The Hulu team really wanted to have fun in the way they are positioned as the answer to this behavior."

The two spots released today will appear on broadcast as well as on digital and social platforms. A total of 10 spots were created. The others, including a spot with The Mindy Project's Mindy Kaling, will roll out later this year. 

As part of the effort Hulu is using the hashtag #TVConfessions and encouraging fans to post their own lies about TV online. 

"We've spent the last year solidifying our brand identity and what we want Hulu to stand for," said Jenny Wall, CMO, Hulu. "A large part of that work meant continuing to educate new audiences about what Hulu is and what we have to offer from a functional standpoint. As we've seen marked improvement in people's familiarity of Hulu, we recognized an opportunity to continue extending our brand into the lives of consumers in a fun, human and emotionally-relevant way." 


Agency: twofifteenmccann

Chief Creative Officer: Scott Duchon

ACD/Art Director: Justin Hargraves

ACD/Copywriter: Rob Katzenstein

Director of Integrated Production: Alex Spahr   

Senior Producer: Mai Huynh

Business Affairs: Mary Beth Barney

Account team: Julie Sinclair, Bhumieka Patel

Strategy team: Gabrielle Tenaglia, Janene Lin, Paige Robertson

Production Company:  Anonymous Content

Director: Tim Godsall

DP: Andre Pienaar

Line Producer:  James Graves

Executive Producer:  Eric Stern

Head of Production: Kerry Haynie

Production Designer: Paul Austerberry

Editorial: Cut + Run

Editor: Steve Gandolfi

Editor: Pete Koob

Managing Director: Michelle Eskin

Los Angles EP: Amburr Farls

San Francisco EP: Deanne Mehling

Producer: Jared Thomas

VFX: Jogger

Creative Director: David Parker

Executive Producer: Rich Rama

Producer: Ben Sposato

2D Artist: Adam Levine

Flame Assistant: Jorge Tanaka

Colorist: Dave Hussey

Company: Company 3

Music: Human

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