Perhaps you've been there -- caught in the middle of a conversation about that latest TV show episode you didn't see. Do you play along and lie about it? Hulu, with the help of actor Aaron Paul mines that familiar social crisis with its new campaign, "In the Know," created out of Twofifteen McCann.
In one spot, a fawning fan bumps into Paul at a bakery and gushes about how he loves him in "The Path" (which, of course, happens to be a Hulu Original). He lies about having seen every episode, and the actor asks him what he thought of a particular scene. Not surprisingly, mental anguish ensues for the fibber.
Another ad features a group of friends chatting about "Empire," when one of the guys catches himself making a little falsehood, experiencing his own internal chaos. The tagline reads, "Watch more. Lie less."
The ads were directed by Tim Godsall of Anonymous Content. The campaign also includes social, in which viewers are invited to share their own lies via #TVConfessions, which will then be curated on Hulu's Tumblr page. Hulu will also debut digital video featuring Paul catching actors auditioning for "The Path" in their own lies. Others will star Mindy Kaling dishing out acting/lying tips so people can avoid being caught in a TV fib.