Roku is launching its largest-ever campaign with the help of R/GA reminding consumers there is no place like home for streaming this holiday season.

The campaign, which is running in the U.S. and Canada, follows a recent Harris Poll survey that found 32% of consumers plan to purchase big-ticket items of over $500, and two in three holiday shoppers plan to purchase consumer electronics this year. Dan Robbins, VP of marketing at Roku, called the campaign a “tremendously important milestone for our business.”

"The goal is to seize on the continued shift to TV streaming this holiday season,” he said, "Build awareness for Roku and Roku products, and make sure that consumers who want to cut the cord know that the brand brings choice, ease, and value." 

According to Robbins, the brand will be spending “tens of millions of dollars” on this campaign which represents an uptick from the brand’s previous ad spending. In 2020, Roku’s advertising costs amounted to $7.1 million, according to its annual filing to U.S. regulators. R/GA's California office was chosen as the agency for the project following a search conducted in-house that lasted two months, according to Colleen McGee, Roku’s director of marketing.

The hero of the ”OK, Roku does that” campaign is a 60-second spot that takes the viewer through different points in history where people admire simple but revolutionary innovations like the wheel, paper clips, eyeglasses, the fire extinguisher, and many more, ultimately leading up to a couple using their Roku TV. The commercial ends with the tagline: “The best ideas are often the simplest, like streaming made easy. OK, Roku does that.”

“We started looking at how they were such a pioneer and leader in the space," said Bryan Gregg, VP and executive creative director at R/GA. "We found that their products are beautifully simple and intuitive to use. We also found that it ranges from the tech-savvy to the novice in terms of anyone can get [Roku] and use it really seamlessly.”

The campaign will be featured during high-profile programming such as "Dancing with the Stars," "Bachelor in Paradise," "The Masked Singer" and NFL’s Thursday Night Football, as well as on college football and MLB games.

Additional video ads will promote different products and features such as Roku TV, the private listening feature, the lost remote finder and The Roku Channel. Beyond traditional TV and streaming, the campaign also includes out-of-home and social media elements in major cities and travel hubs across the country​ including airports in New York, Los Angeles, Chicago and Atlanta.

As part of the campaign, which will last until the end of December,  Roku will use its ad buying platform, OneView, which was born out of its acquisition of Dataxu in 2019, to manage the digital portion of the campaign across desktop, mobile and TV streaming. 

“Marketers now use OneView to be the first stop to place TV streaming advertising, and we're going to be doing the same,” Robbins said. “We'll be using OneViewto place the TV streaming and digital components of the ad buy and we'll be using it to measure the reach, frequency, performance and conversions of the campaign. It’s like we're taking our own ingredients and using them to make the sauce.”