Foxtel and TBWA Sydney introduce Now by celebrating the power of TV.
Foxtel has launched a campaign to support the relaunch and revamp of its on demand service.
The campaign 30 and 60-second spots, from TBWA Sydney, feature people speaking in unison as they sing the praises of an unnamed TV show.
The campaign is a nod to the growing popularity of television shows and their ability to spark conversations between groups of people.
It follows the announcement Foxtel will be overhauling its corporate identity and revamping its SVOD platform, Foxtel Now, to take on Netflix and Stan for individual consumers on a budget.
The move is its biggest strategic shift in 22 years and aims to make the pay TV operator more accessible to a broader range of Australians.
Foxtel chief executive Peter Tonagh says the relaunch is important as there has been a shift in the way people are buying content.
“It wasn't that long ago when a subscription content service was a household decision. That's now shifted to where content decisions are more individual decisions ... they're based on an individual who might only watch that content on their own screens whether that's mobiles, tablets or their own personal televisions,” says Tonagh.
The campaign will begin rolling out this Sunday 11 June.
TBWA Sydney won the creative for both the Foxtel brand and Fox Sports in November last year.
View the 60-second spot here: