Oath has unveiled its first global brand campaign since Verizon merged AOL and Yahoo under the same umbrella in a $4.bn deal, with the tech giant pitching itself to advertisers as a brand building tool.
Dubbed ‘Build Your Brand’, the campaign will span nine global markets. It focuses on what sets the company apart in terms of what it can offer to brands, publishers and partners when it comes to mobile and video advertising, as well as data.
At the heart of the drive, which was developed by Oath’s in-house creative team in collaboration with Zenith and Sqeak E. Clean, is an edgy video voiced by Public Enemy's Chuck D. The spot depicts Oath’s different brands – including Yahoo, Tumblr and TechCrunch – as orbs which can reach over one billion eyeballs.
The video also examines the relationship brands like Puma have with their consumers via a montage of imagery which centres around pop-culture and fandom. Other shorter iterations featuring the orb creative are also doing the rounds.
Aline Kline, chief marketing officer at Oath, said the push aims to celebrate the newly-formed company in a direct and emotional way. "Brand love is the language of today’s consumers, and Oath is connecting brands with over a billion crazy-in-love people," she added.
Kline, who spoke to The Drum earlier this year, previously headed up the marketing team at AOL.