Viewers ignore some of Foxtel’s biggest shows as pay-TV platform pushes its catch-up service
Foxtel has kicked off a new advertising campaign which features characters representing some of the pay-TV operator’s biggest franchises being ignored by viewers, to help promote its on-demand service Foxtel Anytime ahead of the holiday period.
https://www.youtube.com/watch?v=jSBmxltM20M
The ad stars reality star Gina Liano from The Real Housewives of Melbourne, an escaped prisoner from prison series Wentworth and a zombie from the Walking Dead all failing to get a reaction from people before the voiceover says: “sometimes you don’t know what’s right in front of you.”
The campaign was designed and implemented the pay-TV operator’s in-house creative agency Felix and began airing last night.
What is right in front of us? How is anybody who doesn’t have Foxtel, presumably who these ads target, going to understand the shows to which they reference. Just looks like a couple of annoying girls and a zombie, I thought it was going to be of those annoying insurance ads.
If I hadn’t read the article I would have no idea the people referred to characters from The Walking Dead (very loosely), Wentworth (again very loosely) and Real Housewives (at least they used ‘talent’, even if I’ve never heard of her).
The people who made and signed off on this ad appear to be using their own bias’ when it comes to their Foxtel experience, rather than any market insight.
I’ve been ignoring Foxtel for years, why stop now