A humorous new campaign from Topic, the streaming service from First Look Media, puts mismatched subtitles on scenes from its lineup of mysteries and thrillers in a lament of people's pandemic experience—which includes baking every carb imaginable, giving yourself bangs and arts and crafting your brains out and streaming "the entirety of American TV."
The spot is the first work from Walrus, which was appointed to create the service's first campaign highlighting its collection of international crime dramas, mysteries, and thrillers. It pieces together short snippets of real scenes from the likes of "Valkyrien," "Pagan Peak," "Lambs of God," "Arctic Circle" and other shows.
Targeting consumer looking for options beyond the mainstream, the ad ends by pointing to Topic as a new option for entertainment and introduce the campaign’s positioning, ‘It’s Criminal Not to Try Topic,” encouraging people to sign up for a 7-day free trial. Sixty- and 30-second ads are running across paid digital and social on Instagram, Facebook, YouTube, and across First Look Media’s owned properties.
"In evaluating our consumer data, we recognized an opportunity to tap into the passionate fan base of this genre and create a focused campaign that speaks directly to them," said Monica Bloom, VP of Marketing at Topic, in a statement. “Our approach was to be intentionally playful with the titles knowing that this type of programming is its own kind of escape for our viewers.”