NOW TV: What's Your TV Got For You Tonight? by Engine

Agency: Engine
Client: NOW TV
Date: Oct 2019
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Peep Show darling, Robert Webb, stars in Now TV campaign as the personification of a family's television set.

Targeting people who have never paid for TV before, the campaign aims to encourage people to make the switch from Freeview to Now TV.

The campaign is built around the insight that people generally declare themselves to be happy with their lot on Freeview, but this leads them to settle for 'filler' shows.

The spot opens with a family, sat down in their living room, staging an intervention with their TV (Webb).

Staring pointingly at the camera, the father says: "look you know we love you, you bring us joy. We've had some terrific times together, but sometimes...." upon which his youngest daughter cheekily finishes his sentence with "'re rubbish."

Sat on the TV cabinet, holding an aerial, Webb appears surprised and upset to hear the family aren't as fond of him as he generally thought. Swift to calm the intervention, the mum assures him that he 95% good, 5% bad. The teenage daughter juts in to say "More like 70, 30."

Webb responds "So all this time you've been pretending? That's what all the channel hopping was about?"

The awkward conversation accumulates with the presentation of a new Now TV box, meaning that from then on, he'll be able to stream whatever his family are in the mood for. They just need to figure out where to "pop it in."

The campaign is supported in out-of-home and social with ads pushing some of the content Now TV has on offer, prompting people to ask themselves “What’s your TV got for you tonight?”. It was created by Engine.


Client: NOW TV

Agency: ENGINE

Executive Creative Director: Paul Jordan

Creatives: Holly Fallows, Charlotte Watmough, Jo Moore

Agency Producer: Laura Melville & Debbie Impett

Account Handling: Torie Wilkinson, Alex Worthington & Henry Davies

Planning: Matt Willifer & Nicola Dyball

Media Agency: MediaCom

Production Company: MindsEye

Director/Animator: Andrew Gaynord

Designer: Morgan Kennedy

Director of Photography: Dan Stafford-Clark

Producer: Hera King

Editor: Saam Hodivala at Work Editorial

Sound Design: Munzie Thind at Grand Central

Post-Production: Electric Theatre Collective

Audio: Munzie Thind at Grand Central

Exposure: TV, VoD, Cinema, Social, Radio, OOH

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