Foxtel has launched new TV commercials to promote its on-demand service Anytime as the competition for subscription video on demand intensifies.
The spots, produced by Foxtel's inhouse agency Felix, feature a zombie from popular TV series The Walking Dead, an escaped prisoner from the Australian TV hit Wentworth and The Real Housewives of Melbourne's Gina Liano desperately trying to get the attention of Foxtel subscribers as they go about their daily lives.
Liano appears in one viewer's wardrobe, the prisoner approaches another lady at a bus stop, and the Zombie confronts a man in his kitchen – but nobody is paying any attention until later on when they are watching Anytime on the box.
Forget the zombie, quite how anyone couldn't be frightened of Liano bellowing out “it's Gina time” while reaching for their favourite outfit is beyond this reporter.
Although linear viewing is still Foxtel's bread and butter, the ads recognise the growing popularity of on-demand viewing and indicate not enough subscribers are aware of the Anytime service - hardly surprising in a competitive market with so many new players like Netflix and Stan.
Early indications are the message is getting through. After an initial one week run of the first TV commercial 'Zombie’, Foxtel said consumer awareness of Anytime has already doubled.
CREDITS
Client: FOXTEL
Agency: FOXTEL, Felix
Travis Conneeley: Foxtel Creative Director/Director of Brand
Jen Speirs: Felix Creative Director
Grant McGrath: Copywriter
David O’Sullivan: Art Director
Michael Tiong: 3D Motion Graphics
Harriet Burton Taylor: Agency Producer
Danielle Richards: Head of Creative Communications Management
Gina Kelly: Creative Communications Manager
Narelle Vine: Felix General Manager
Dillon Hicks: Production Manager
Sally Marsden: Customer Marketing Manager
Alicia Freeman: Senior Product Marketing Manager
Ed Smith: Head of Marketing
Brian Walsh: Foxtel Head of Television
FOXTEL Talent
Katrina Milosevic: ‘Boomer’ WENTWORTH
Gina Liano: The Real Housewives of Melbourne
Production Company: The Otto Empire
Scott Corbett: Director
Tristan Milani: Director of Photography
Adam Johansen: Zombie SPFX Makeup
Laurance Van Camp: Editor
Sophie Woods: Producer
The Editors: Post Production
