TiVo's strategy, formerly built around the tag "TV your way," has been updated by San Francisco's Grant, Scott & Hurley to "You've got a life. TiVo gets it." "We found that, ironically, the target market was the least likely to identify themselves as 'television involved' in any way," explains GS&H director of strategy & planning Kathleen Kusek. "They were the opposite of couch potatoes-not 'watchers,' but rather active participants in life who are passionate about their work, families and hobbies. So we sought to reposition TiVo from something that makes TV better to an invaluable tool that connects active, interesting people with the entertainment they care most about-avoiding references to television entirely." The concept is driven by the elegant illustrations of David Hughes, which range far and wide to depict characters with assorted "passions," encompassing cooking, football, golf, parenting, entertaining and more, in some 13 ads that usually appear in multipage units. Adds Kusek, "This vertical approach to the marketing challenge-talking to people about the things they are most interested in, in the publications about those interests-means that we needed a disproportionate number of creative executions to run in interest-specific publications like Architectural Digest, Bon Appetit, Sports Illustrated, Parents and Wired."
Client: TiVO Agency: Grant, Scott & Hurley CDs: Grant Richards, Scott Aal AD: Will Roth CW: Mike Bales Illustrator: David Hughes Print Producer: Philip McCanless