Anna Kendrick glides through a whimsical, futuristic fantasy world, styled like the Hulu interface itself, as scenes from various shows swirl around her.
“Now, all your stuff magically comes to you,” she says, pointing out the wide range of content available through the streaming service.
“It’s not a dream,” she says. “It’s ‘TV come true.‘”
That last phrase serves as a tagline for Hulu’s “For the Audience” campaign, and Kendrick serves as the company’s first celebrity spokesperson in more than five years.
The campaign aims to reintroducing Hulu’s programming options to those who may not know that the streaming service now offers live TV as well as on-demand content.
In the 30-second launch spot (posted above), released Tuesday during NBC’s Today, the Pitch Perfect star charmingly reminds viewers they can watch “new seasons, past seasons, Hulu originals, movies, and … live TV with sports and news.”
The rollout includes two spots “Aquarium” and “Sports,” promoting entertainment content and live sports, set to debut October 1.
A third, “Channeling Anna,” will premiere in November, and shows Kendrick chatting with different versions of herself as Hulu recommends programs based on her interests to highlight the service’s personalization features.
The ads were directed by filmmaker Robert Stromberg (Disney’s Maleficent) through agency 215 McCann, and produced by RSA Films with VFX from MPC. “For the Audience” will air on national broadcast and cable TV networks through the end of the year, and the campaign includes digital video and social media elements.
The last time a Hulu marketing campaign featured a celebrity was for the 2012 Super Bowl, where Will Arnett played an alien out to turn human’s brains to mush with the power of endless streaming options to promote Hulu Plus.
About her new role, Kendrick said in a statement:
“Am I a fan of The Handmaid’s Tale? Hell yes. Have I watched every episode of Law & Order: SVU at least three times? Try four. Does Hulu make it super easy to get all my TV in one place? Yes, and I would know; I’m legit lazy. Plus, I got to work with director Robert Stromberg, who was awesome, and the team at Hulu and on this beautiful and cinematic campaign, which was crazy fun and unlike anything I’ve done before.”
She says her favorite Hulu shows are, in no particular order, Late Night with Seth Meyers, The Handmaid’s Tale, MasterChef, Law & Order: Special Victims Unit and Unreal.