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Toby Sesler hates Thirsty.com,” reads the copy beneath a high school yearbook portrait of a geeky male, one of four fictional characters depicted in a new $5 million ad campaign for the 78-employee, Los Angeles-based, youth-oriented lifestyle site.
Created by Seattle-based WongDoody, the off- and online pitch brings attention to last week’s launch of Thirsty.com and its 13 original content channels, which include Xsports, Sci-fi/Comics, Wrestling, Hip-Hop and Hollywood and target the 13-to-22-year-old demo.
“The campaign comes out of an insight that teenagers are as much defined by what they hate as what they like,” said Ben Wiener, a managing partner with WongDoody.
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