Hulu is trying to make the world of streaming video simpler with a rebrand that greets consumers with the words “Let’s Go” in a spot directed by Tratkor. It's a call for people to step into the video service as the starting point in what’s become a chaotic and confusing digital media landscape.

“The marketing of our story is that there is so much choice out there that consumers are actually getting confused by it,” Scott Donaton says. “It’s no longer a benefit, it creates a lot of confusion, and what we want is for people to clearly think about Hulu as their starting point.”