In a new ad campaign for YouTube TV, agency Cartwright shows how easy it is to watch live TV on your own schedule–not the television broadcast schedule–as seen through the lens of Emily, a grandma who’s a big NBA fan.
“We all know that person who can’t stand to miss a minute of a live event, and saw that as a way to demonstrate the revolutionary way that YouTube TV is changing that live experience to one that you control,” explained Keith Cartwright, chief creative officer of Cartwright. “We’re not just saying it’s so easy your grandmother could do it, we are showing through Emily how an individual can take control of how and when they watch live events with the same excitement and real-time thrills of the live moment.”
Launched during the NBA Finals, the work calls out the many benefits of the YouTube live television platform including real time highlights, game alerts, and seamless TV experiences. The versatility of the platform is revealed through Emily’s personal game watching experience and the lengths she previously had to go to in order to watch every minute so as not to miss a big play.
The advertising shows how, before YouTube TV, Emily had to resort to evasive maneuvers to watch the NBA Finals, including locking herself in the bathroom while her friends gathered to celebrate her birthday. But with YouTube TV, if she misses a quarter because she has to blow out the birthday candles, she can catch up to the live with Key Plays, a feature that shows highlights of the game action she missed before continuing to watch live.
Directed by Fredrik Bond of MJZ, this “Emily NBA Finals” spot is airing on the NBA Finals, on network TV and digital platforms.
Credits
Client YouTube TV/Google Susan Wojcicki, CEO, YouTube; Lorraine Twohill, SVP, global marketing, Google; Danielle Tiedt, VP, YouTube; Jodi Ropert, VP, YouTube Marketing; Barry Ames, director, YouTube Subscriptions Marketing, YouTube TV; Nicola Young, Laura McNair, product marketing manager, YouTube TV; Christian Haas, executive creative director, YouTube Brand Creative Studio; Matt Ross, global head of creative strategy, YouTube Brand Creative; Michelle Crossman, account lead, YouTube Brand Creative Studio; Chloe Gettinger, creative strategist, YouTube Brand Creative Studio. Agency Cartwright Keith Cartwright, founder & chief creative officer; Beth Fuijiura, art director; Casey Hall, Brigg Bloomquist, copywriters; Paul Roberts, art director; Andrew Loevenguth, head of integrated production; Marie Massat, head of brand; John Graham, head of strategy. Production MJZ Fredrik Bond, director; David Zander, president; Kate Leahy, exec producer; Janet Nowased, head of production; Youree Henley, line producer; Roman Vasyanov, DP; Chelsea Oliver, production designer; Natasha Newman Thomas, costume designer. Editorial Rock Paper Scissors Haines Hall, editor; Shada Shariatzdeh, exec producer; Kevin Gotltieb, producer; Michael Shugarman, assistant editor. Color The Mill Paul Yacono, colorist; Denise Brown, sr. producer. Postproduction The Mill Anastasia von Rahl, managing director; Jennie Fischer, head of production; Derek Tekus, sr. producer; Francesca Moran, producer; Roxy Zuckerman, VFX lead; R. Edward Black, Michael Miller, compositors; Greg Rubner, animator. Audio Post Lime Studios Loren Silber, mixer; Topher Wright, assistant mixer; Susie Boyajan, exec producer. Music “Wonderful Woodland Racoon” Stephen Davies, composer.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
