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CenturyLink

Hollywood Insiders

CenturyLink is a national TV, phone, and internet provider with a large footprint outside the northeast.

PROBLEM

After years of running mid-to lower-funnel ads that bombarded consumers with claims—and more claims—the brand became flat and forgettable.

SOLUTION

We brought every stakeholder to the table, unified the strategy, and pooled resources. That enabled us to build a full-funnel campaign with real weight.

OUTCOME

For the first time, the brand had clear distinction, reinforced by the data. KPIs climbed across the board, particularly in lower funnel activity.

EXECUTION

Television
Digital
Radio
Print
Social
 

Even award-winning actor Paul Giamatti doesn't impress this family of Hollywood insiders.

With an endless feed of TV shows, movies, news, and social media at our fingertips, we’ve become more connected to entertainment and celebrity culture than ever before. Everyone feels like a Hollywood insider. And with CenturyLink Prism TV and High-Speed Internet, you might start acting like it. 

 

Meet the Johnsons. And CenturyLink’s new spokesperson, the endearing Paul Giamatti, who can't quite deliver on this family's high expectations.

 

Our campaign marked Paul Giamatti's first on-screen commercial appearance. Both TV and online video premiered during the 88th Academy Awards at the height of the Hollywood awards season, aligning with society's obsession with film and celebrity news.

:60 "Movie Titles"
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CenturyLink is not well-known as a television subscription provider. So the insight—feel like a Hollywood insider—is a deft way to position the brand as if it were a long-time player in the space.

— Jeff Beer, Fast Company

The unbearable family of Hollywood Insiders
were beloved by America.

Second screen ads ran during the Academy Awards teaching decent people everywhere how to behave like shallow Hollywood Insiders.

:15 "How to Avoid Studio Notes"

All Rights Reserved.

You have the right to remain silent. Anything you say can and will be used against you in a court of law. You have the right to an attorney. If you cannot afford an attorney, one will be provided for you. Do you understand the rights I have just read to you? With these rights in mind, do you wish to speak to me?

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