The latest faux ad in Hulu’s ongoing sports star led ‘Sellouts’ campaign saw Charlotte Hornets point guard LaMelo Ball get his very own, personally branded sugary breakfast cereal called LaMelO’s (which comes, of course, with MarshLaMelOs).
The Disney-owned streaming service’s commercial promotes the latest iteration of the ‘Hulu + Live TV’ offering’s 75+ channels and unlimited DVR by mocking contemporary advertising and marketing tactics with an ad that dropped on 25 April.
Developed with agency Big Family Table, the 30-second spots see LaMelo Ball relaxing with friends and eating the (non-existent) ‘LaMelO’s’ breakfast cereal brand while copy reads: ‘Craving a bowl of delicious live TV? Grab a bowl of LaMelO’s.’
The creative was deployed across social and network television through the NBA Playoffs and the brand’s own digital and social channels.
“LaMelo was totally game to try different things and even adlibbed a couple of moments in the spot,” explained Hulu Brand and Marketing VP Michael Schneider. “He and the cast bonded quickly, and it was as if they’d been hanging out and watching commercials in their living room together a long time. There were quite a few takes when LaMelo actually had to eat the cereal, and we were just glad the sugar rush didn’t impact his next game performance.”
“We had fun putting this spot together,” commented LaMello Ball in the campaign PR. “Never thought I would have my own cereal, but if anyone knows dreams can come true, it’s me!”
The campaign was created for client Hulu’s President Joe Earley, Head of Marketing Scott Donaton, Head of Creative Reid Thompson, VP Of Brand, Live & Licensed Marketing Michael Schneider, Director Of Brand, Live & Licensed Marketing Rosalind Pressman, Team Lead For Live & Licensed Marketing Chie Kobayashi and Associate Live & Licensed Marketing Manager Jayla Winston by a team at agency Big Family Table which included Head of Creative Guto Araki, EVP Of Group Account Director Chris Carter, VP Of Account Director Lacy Borko, SVP For Executive Integrated Producer Dan Kaplan, Senior Producer Matt Marty, Creative Directors Eric Manchester and Neal Desai, Account Directors Andrew Haumersen and Natalie Uribe, Account Supervisor Wilhelm Lawrence, SVP Director of Business Affairs Gabriela Farias, plus Music Director Chip Herter and Music Supervisor Will Eichler.
The live action production company was Hungry Man with Director Dave Laden, Executive Producer Caleb Dewart, Producer Rick Jarjoura, Production Manager Tristan Marciano and Director of Photography Bryan Newman.
Edit was handled by The Den Editorial, post VFX by Tribbo, colour by Company3, audio post by Lime Studios, animation and illustration by Lobo and music by Butter.
Comment
Once again, Hulu’s marketers show themselves to be smartly adept at mashing up media tropes to great effect.
As with past commercials in the ‘Sellouts’ series (which began back in 2019) – such as 2020’s ‘Deepfake’ ads with Baker Mayfield and Saquon Barkley and 2019’s ads with LA Rams running back Todd Gurley and with Joel Embiid and Damian Lillard – this spot also adopts a comic take on contemporary influencer marketing.
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