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‘You’ve either got it or you don’t’: Binge launches quirky brand platform via Thinkerbell

If you’re not keeping up with the latest shows on Binge, then you don’t really have a lot to say, according to a new lighthearted platform by Thinkerbell.

The clever creative leverages the cultural cache and easy conversational starting points that being up-to-date with television affords you, showing instead the awkward pauses and stilted chat of a life lived without a subscription to the streaming platform.

The first one-minute TVC shows a first date filled with agonising silences, as it becomes clear the man hasn’t seen an unnamed show, and therefore the conversation cannot be revived. “Binge, you’ve either got it or you don’t”, the tagline warns.

“As sad as it is to admit, some of the most interesting conversations I’ve had lately have just been regurgitated plot lines from Triangle of Sadness,” says Tom Wenborn, executive creative tinker at Thinkerbell.

“The team has managed to capture the awkwardness you feel when I’m not up-to-date with the latest goss from The Real Housewives.

“As Binge continues to grow, establishing itself as one of Australia’s favourite streaming services, it makes sense that we establish a brand idea worthy of the amazing content on the platform.”

Binge marketing director Fiona King points out: “From White Lotus to Colin from Accounts, The Last of Us to Real Housewives, an always incredible new and classic line up of the most talked about moments in entertainment all live on Binge.

“And while a lot of Australians have fired up their group chats and social conversations with memes and moments from these shows and more, there are still a few late adopters, like Mike, that we need to remind where they can see the world’s most talked about shows”

The campaign launches today across TV, BVOD, socials, and OOH.

Credits:

Client – BINGE

Creative – Thinkerbell

Production – Photoplay & The Editors

Sound Design – Rumble

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