This Nice Ukrainian Man Wants You to Buy Yourself a Roku for Christmas

Quirky campaign encourages 'self-gifting' trend

As one of the world's most loyal Roku owners, I have to say I'm a bit baffled by the streaming device's official holiday spokesman: Moxkat Grvida, fictional Ukrainian outdoorsman.

In a series of spots from Butler, Shine, Stern & Partners, the affable Grvida tells you why you should buy yourself a Roku for Christmas. Some of his arguments for the TV streaming media gadget are sound, like this: "People who watch movies on the smarty phones … this is how squirrel watches movie. Do not watch TV like squirrel. With Roku streaming machine, you put the movies on the big TV screen."

Other vignettes are a bit more obtuse, like when Grvida recalls wanting a hunting rifle for Christmas but ending up with cargo pants, which is why … you should buy a Roku?

The campaign is BSSP's first for Roku since winning the account. According to a press release from the brand, the ads are "tapping into the conversation on the art of 'self-gifting,' a trend that has gained popularity over the years. According to the National Retail Federation, more than 50 percent of holiday shoppers plan to spend an average of nearly $130 on 'self-gifts.'"

And since a Roku 3 is only $99, you'll still have enough left over to buy yourself those cargo pants, or maybe a TV stand for your squirrel.