Starring a pair of romantic raccoons, smart-TV provider Vizio has dropped a new campaign that it produced in partnership with New York City-based creative agency David&Goliath (D&G)and several other providers.
:60 brand spot
The new campaign, with “Watch us” as its tagline, signals Vizio’s shift from marketing itself as a smart-TV leader into a home entertainment hub with its TVs at the center. Including its sound-bar technology, Vizio offers users linear and on-demand video, television, movies and music from a wide variety of providers as well as access to personal media assets.
“Given our extensive history in product development and our deep relationship with our customers, we find ourselves in a unique position to infuse innovation, personality, and emotion into the connection that people have with their TVs,” said Kaitlyn Collins, vice president of marketing at Vizio, in a statement. “We’re not just selling a product, we’re enhancing the impact we have on consumers’ lives by offering a best-in-class entertainment experience from a brand that people know, love, and trust.”
“‘Watch us’ is not just the new tagline for Vizio, it’s the brand’s new ethos— giving people more and more reasons to not only watch them, but shifting the way they see the brand and its place in the entertainment landscape,” said David Angelo, founder and creative chairman of D&G, also in a statement.
The campaign dawns a complete rebrand, including a new look-and-feel that incorporates a modern “V-motif” graphic across all mediums—from print, to digital, to the website, to broadcast, social, and beyond. Vizio’s new mnemonic, created in concert with Los Angeles-based creative agency Imaginary Forces, draws the viewer in through the “V-motif,” landing on the Vizio logo and “Watch us” tagline.
“Light and color are used as a foundation that shapes the Vizio brand mnemonic. A single gradient of light bends, transporting the viewer through a color journey that forms the logo,” said Imaginary Forces Creative Director Tosh Kodama.
Additional campaign elements include :30 and :15 spots as well as various social assets running on broadcast networks, cable TV, paid digital, paid social and Vizio-owned and operated channel and brand assets.
CREDITS
Agency: David&Goliath
Founder & Creative Chairman: David Angelo
Chief of Brand Innovation: Donny Makower
Chief Creative Officer: Ben Purcell
Executive Creative Director: Courtney Pulver
Executive Creative Director: Rob Casillas
Design Director/Executive Creative Director: Michael Molinaro
ACD/Art Director: Evan Bross
ACD/Copywriter: Chris Davis
Associate Design Director: Max Olson
Group Strategy Director: Jonathan Schultz
Group Communications Director: Jeff Cannata
Managing Director, Broadcast Production: Paul Albanese
Executive Producer: Curt O’Brien
Director of Business Affairs: Quynh-An Phan
Senior Business Affairs Manager: Sheila Barrand
Group Account Director: Richard Henderson
Senior Account Executive: Eric Brothers
Project Manager: Heather Williams
Production Company: Unit9 Films, Outsider
Director: Chris Balmond
Director of Photography: Will Bex
Executive Producer: Emily Malito (Unit9), Simon Elborne (Outsider)
Line Producer: Paul McPadden
Production Service Company (Bulgaria): B2Y Productions
Service Producer: Simeon Vasilev
Editorial: Spinach LA
Editor: Adam Bright
Assistant Editor: Marshall Thompson
Executive Producer: Jonathan Carpio
Senior Producer: Cristy Torres
Color: CO3
Colorist: Jill Bogdanowicz
Color Senior Producer: Matt Moran
Visual Effects: Jamm VFX
VFX Supervisors: Jake Montgomery, Andy Boyd
Lead Flame Artist: Jake Montgomery
VFX Executive Producer: Asher Edwards
VFX Senior Producer: Mike Wigart
Production Coordinator: Anne-Marie DePauw
CG Supervisor: Brian Burke
Animation: Stew Burris, Andrew Price, Taylor Muhoberac-Prior, Victor Huang, Lucas Degani
Lighting: Ana Blanco, Fred Hopp, Ian Kent, Shao Chen, Weichieh Yu
FX: Elyse Resseguie, Steven Nelson
Tracking: Schuyler Anderson
Assets: Greg Mawicke, Briana Hamilton
2D: Lev Grayson, Dylan Brown, Brady Doyle
Music and Sound Design: Barking Owl
Creative Director: Kelly Bayett
Producer: Hannah Alter
Sound Designer: Gus Koven
Composer: David Radley
Audio Mix: Racket Club
Sound Designer/Mixer: Nathan Dubin
Executive Producer: Adrea Lavezzoli
Mnemonic Animation: Imaginary Forces
Tosh Kodama: Creative Director
Art Director: Brandon Savoy
Designer/Animator: Merrill Hall
Editor: Rachel Brewster
Producer: Renée Robson, Leighton Greer
Mnemonic Sound Design: MassiveMusic
Creative Director: Johanna Cranitch
Sr. Producer: Dale Mason
Tags: david&goliath; imaginary forces jamm vfx jamm visuals massivemusic outsider unit9 films vizio