Get Into Something Good
BRIEF: PROMOTE THE CBS LINEUP WITH A FAN-CENTRIC CAMPAIGN
CBS came to us with a riddle and a challenge: Can we promote shows without showing the show? And can we do it by focusing on fans? Building off of an internal strategy copy line, we pitched a series of fun, fast-paced fan-centric spots with graphic annotations and asides that paid off in the call to action “Get Into Something Good.”
SOLUTION: FUN SPOTS THAT PUT FANS FIRST
We wrote, directed, edited and finished spots that focused on shows across three genres of programming: The FBI franchises, Survivor, and Ghosts. In each spot, we played into insider fan knowledge, naming characters after fan favorite contestants (in the case of Survivor) and hiding fan easter eggs (in the case of The FBIs), and teasing why the show is so good in the case of the less-well-known Ghosts series. The spots used VO from talent, such as Jeff Probst, Jeremy Sisto (FBIs), and Brandon Scott Thomas to play off the actors and add to the fun.