The latest campaign for Hulu + Live TV takes a jab at the many other “plus” platforms—Discovery+, Apple TV+, AMC+, BET+ and even its sibling Disney-owned streamers Disney and ESPN+. To promote its multi-channel and Disney bundle offerings, the service has out-plussed the rest, jokingly renaming itself “Hulu + Live TV+++.”
The campaign, created out of agency Big Family Table, features a comedic spot that documents the brainstorming process for the new name. At a green-drenched Hulu Corporate Retreat, employees face the conundrum of poor audience awareness for Hulu’s Live TV service, so naturally a name-change is in order.
The group comes up with multiple duds, including “Super Hulu,” “Hulu Bold” and “Hulu + Live TV+.” The group leader groans at the idea of bringing another “plus” platform into the world, but changes his tune when “Hulu + Live TV+++” is suggested.
“You’re saying three plusses, that’s what you’re saying?” he asks. “That’s dumb, but we’re gonna go with it.”
The campaign, aimed at spreading awareness ahead of NFL season, will air through late November on TV and social media. A campaign creative told Ad Age that the spot’s actors, all improv comedy personalities, will conduct further goofy interactions through twelve social videos.