Hulu’s holiday billboards come with show-themed wrapping paper for passersby

Interactive out-of-home campaign from Gut and Publicis features major cities’ top shows

Published On
Dec 04, 2023
Hulu "the Bear" wrapping paper

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Fans of Hulu hits such as “The Bear” looking to wrap their holiday gifts in a way that screams “Yes, chef” are in for a treat. The streamer is celebrating the “Huludays” with billboards featuring sheets of wrapping paper that pedestrians can take with them.

Hulu curated 11 billboards across five cities based on its top shows in that region. OOH ads in Los Angeles will be decked with sheets of paper featuring “The Kardashians” logo, “Flamin’ Hot” chili peppers and Stella the French Bulldog from “Modern Family.” Manhattanites will be treated to “Only Murders in the Building” paper featuring the show’s illustrated windows, “White Men Can’t Jump” paper with a sunset gradient, palm trees and basketballs, and “Family Guy” paper featuring Stewie and Brian Griffin.

Chicago pedestrians will be treated to wrapping paper themed for “The Bear” with its phrase “Yes, chef” in bold. Billboards in Atlanta will also feature the “White Men Can’t Jump” paper, and Seattle will get the “Family Guy” wrapping.

Hulu wrapping paper features images from top shows

The billboards will run today through Dec. 31. A Hulu spokesperson said each OOH ad will have 25 sheets of wrapping paper attached and will be refreshed daily. The streamer anticipated creating approximately 15,000 sheets of paper in total.

For the campaign, agency Gut led creative and Publicis handled media.