Irvine-based Vizio Inc. kicked off a new television campaign called “Beautifully Simple” to promote its Vizio M-Series Smart TV and Vizio Sound Bar products.
The campaign highlights its philosophy about what it means to be smart—which the No. 1 seller of flat TVs in North America defines as focusing on the consumer experience and building products that help make life easier and are thus “beautifully simple.”
The campaign was created by the El Segundo-based David & Goliath advertising agency, which Vizio tasked with helping launch a new overall strategy for the brand.
The agency created three TV spots that will run on ESPN networks through the college football season and into the first quarter of next year.
The company said the ads “illustrate how Vizio’s approach plays out in real life” as told through a series of vignettes featuring a father and his tech-savvy 7-year-old daughter.
The spots are “grounded in a simple human truth we can all relate to—how kids today have an intuitive grasp of new technology, sometimes even better than adults,” all while introducing consumers to the benefits of popular applications on Vizio’s Smart TV, such as Netflix, Pandora and YouTube.
The ads were directed by Michael Downing, who has also worked with brands such as Bud Light, Toyota, Wendy’s, Honda and HBO. Masanobu Takayanagi, whose credits include the “Silver Lining Playbook” movie, was the cinematographer.
“A talented crew brought the story to life with a level of authenticity and unexpected charm we believe will elevate consumer perception of what Vizio represents and how they deliver on their promise to customers,” said Lily Knowles, the company’s vice president of product marketing.
Vizio spent $22 million on advertising last year and nearly $7.3 million in the first half of this year, according to New York-based Kantar Media.
Paper’s New Marketing Campaign
Last month was a busy one for the Orange County Register in Santa Ana.
Its parent company, Freedom Communications Inc., launched a new marketing campaign called “Read the Register.”
It features philanthropic and business leaders in Orange County, such as Chapman University President Jim Doti, Wahoo’s Fish Taco cofounder Wing Lam, and Olympic swimmer Kaitlin Sandeno.
“At the Orange County Register our main focus is serving our subscribers and the 1.4 million people who read our products each week,” Lelani Kroeker, vice president of marketing at the Register, said in a news release. “This campaign does just that by highlighting the wonderful contributions our readers make every day.”
The campaign rolled out with 30-second spots on local radio, as well as bus-shelter posters.
It will extend to print, digital and video executions in the coming weeks, according to Kroeker.
Freedom also added a Sunday edition to its Long Beach Register, which debuted as a weekday publication on Aug. 19.
“Our readers were asking for it, plus it is the most thoroughly read paper of the week,” said Ian Lamont, publisher of the Long Beach Register. “Adding Sunday is way ahead of schedule, but then again all other aspects of the [LB Register] are way ahead of schedule.”
All rack sales and home deliveries of the LB Register also include the OC Register.
Bits and Pieces
TransWorld SKATEboarding Magazine, owned by San Clemente-based Grind Media, hired Paul Kobriger as its new marketing director. … Lages & Associates, a public relations and content marketing agency in Irvine, celebrated its 25th anniversary. Its roster of clients includes Toshiba America Electronic Components and Conexant. … Shout Public Relations will handle publicity for Defy Gravity Studio, a cycle and Pilates studio in Corona del Mar. … Cypress-based Nitto Tire U.S.A. Inc. hosted Auto Enthusiast Day at Auto Club Speedway in Fontana. … Debrianna Obara joined the Rauxa agency in Costa Mesa as its senior vice president for media. She worked in a similar role at the Seattle office of Razorfish, which is part of the Publicis Groupe.
