Hulu Is Off and Running in Its Big, Fast-Talking New TV Commercial

A love letter to fans

Hulu tries to balance its fun, quirky brand persona with a ton of actual product mentions in this big new brand spot from twofifteenmccann, which broke Sunday night as a :60 on TV and is running online as an :81.

Tom Kuntz of MJZ directed the commercial, and it certainly emulates the style that he helped make famous in his Old Spice work—that of the fast-talking pitchman who uses witty one-liners to guide the viewer through a comically surreal, prop-laden world. (The spokesman's hallway roaming here is particularly reminiscent of early Dollar Shave Club.)

Adding to that already hectic style, this spot throws in a few celebrity cameos, too: Mindy Kaling, Andy Samberg, Neil Patrick Harris, Taraji P. Henson. The result is quite energetic, and fairly informative about Hulu's offerings—but just not as entertaining as it wants to be.

The pitchman isn't charming enough, or maybe the gags aren't amusing enough. Either way, the spot feels like it's trying too hard to be freewheeling and fun, and instead comes off as calculated and staged.

The new consumer brand campaign emphasizes that Hulu is all about redefining TV and that consumers deserve an experience in which TV loves you back. The new tagline is: "Come TV with us."

But for inspired Hulu lunacy, we'll take Alec Baldwin's alien spot any day.

CREDITS

Client: Hulu

Agency: twofifteenmccann

Chief Creative Officer: Scott Duchon

Art Director/ACD: Sharon Chow-Kaye

Copywriter: Mat Bunnell

Director of Integrated Production: Alex Spahr  

Senior Producer: Brandon Romer

Producer: Sarah Sweeney

Business Affairs: Mary Beth Barney

Account team: Charlie Byron, Julie Sinclair, Bhumieka Patel

Strategy team: Gabrielle Tenaglia, Paige Robertson

Production Company:  MJZ

Director: Tom Kuntz

DP: Hoyte Van Hoytema

Line Producer:  Stephanie Bruni

Executive Producer: Eriks Krumins

Editorial: Final Cut

Editor: Rick Russell

Editor: Crispin Struthers

Assistant Editor: EmaLee Arroyo

Head of Production: Suzy Ramirez

Executive Producer:  Eric McCasline

VFX: The Mill

Sr. Executive Producer: Sue Troyan

Deputy Head of Production: Dan Roberts

VFX Supervisor and Executive Creative Director: Phil Crowe

Production Coordinator: Jackson Rogers

Lead 2D: Andy Dill

2D Artists: Jale Parsons, Gareth Parr, Tara Demarco John Price, Rob Winfield, Lisa Ryan, Daniel Lang, Jason Bergman.

Matte Painter: Michael Aceves

Colorist: Stefan Sonnenfeld

Company: Company 3

Music: Human

Sound Mixing: Lime Studios