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A couple of the NBA’s biggest stars are blatant about their love of sponsor money in Hulu’s live sports ads starting this NBA All-Star weekend.

Hulu is launching its ‘Hulu Sellouts’ campaign with two 30-second national TV spots starring NBA superstars Joel Embiid and Damian Lillard. Created in partnership with new IPG agency Big Family Table, the campaign celebrates the “sellouts” in admitting that the brand paid athletes to tell people Hulu has live sports.

In Portland star Lillard’s spot, we see the already tattooed player sitting in a tattoo parlor. He is preparing to get a tattoo stating “Hulu has live sports.” The artist asks if he can change the font, change the style, or have the words coming out of a dragon’s mouth. He’s nixed each time by a pair of lawyers. The tattoo artist then asks how much he’s getting paid to have the tattoos. Jump to Lillard on a Hulu set with Hulu jersey and ball with money raining down on him. He says, “Hulu has live sports.”

In 76er star Embiid’s spot, he is seen signing a basketball for a child. The signature reads “Joel ‘Hulu has live sports’ Embiid.” The man formerly known as ‘The Process’ says it’s his new nickname and tells another fan that’s legally how he has to refer to himself now. A small boy with a cast on his arm chases the player and asks why he changed his nickname. The 7-foot player leans way down to the kid’s level and says: “Money.” He then is seen in the Hulu set saying “Hulu has live sports,” counting down the times he is legally obligated to say the phrase.

A third ad will feature Giannis Antetokounmpo and will run throughout the year.

Brand transparency trends

The Hulu campaign comes at a time when many influencers are more subtle when it comes to revealing they’re getting paid to promote something, like when #ad or #sponsored is hidden at the bottom of a post. As consumers crave greater brand transparency, Hulu’s campaign is right out there.

Sprout Social’s Social Media and the Evolution of Transparency report found out a few things regarding brand transparency. One is that more than half of consumers (53%) are likely to consider brands that are transparent on social for their next purchase. However, a lack of transparency on social leaves 86% of people likely to take their business to a competitor. Also, 81% believe businesses have a responsibility to be transparent when posting on social media, which is higher than the standards they set for politicians, friends, family, or themselves. But only 15% of consumers believe that brands are currently “very transparent” on social.

According to the report, social media ranks high among the channels where people want businesses to be more transparent, with 56% of people saying they want brands to be most transparent on social — ranking it above traditional communication channels such as print ads, email, and direct mail.

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Sprout Social, a social media management and analytics platform for businesses, found that when brands are transparent and develop a history of transparency, nearly nine in 10 consumers are more likely to give them second chances after bad experiences.

“Hulu's 'Sellouts' campaign is further proof that brands are taking a more transparent approach to their marketing tactics and embracing the benefits this strategy has for their bottom line,” said Kristin Johnson, director, content and communications at Sprout Social. “Our data shows that more than half of consumers are likely to consider brands that are transparent on social media for their next purchase, which means the companies that are up front with their customers about influencer marketing, business practices, and even mistakes, will reap the rewards long term. A lack of transparency on social leaves 86% of people likely to take their business to a competitor – something Hulu is undoubtedly aware of and hoping to address through its most recent campaign. As the impact business transparency can have on the bottom line grows, I expect more companies to incorporate campaigns such as these into their overall strategy.”

See the spots by clicking on the Creative Works box below.

: 'Hulu Sellouts'

Agency:
Client:
Date: February 2019
Hulu is launching its ‘Hulu Sellouts’ campaign with two 30-second national TV spots starring NBA superstars Joel Embiid and Damian Lillard. Created in partnership with new IPG agency Big Family Table, the campaign celebrates the “sellouts” in admitting that the brand paid athletes to tell people Hulu has live sports.
In Portland star Lillard’s spot, we see the already tattooed player sitting in a tattoo parlor. He is preparing to get a tattoo stating “Hulu has live sports”. The artist asks if he can change the font, change the style or have the words coming out of a dragon’s mouth. He’s nixed each time by a pair of lawyers. The tattoo artist then asks how much he’s getting paid to have the tattoos. Jump to Lillard on a Hulu set with Hulu jersey and ball with money raining down on him. He says, “Hulu has live sports.”
In 76er star Embiid’s spot, he is seen signing a basketball for a child. The signature reads “Joel ‘Hulu has live sports’ Embiid.” The man formerly known as ‘The Process’ says it’s his new nickname and tells another fan that’s legally how he has to refer to himself now. A small boy with a cast on his arm chases the player and asks why he changed his nickname. The 7-foot player leans way down to the kid’s level and says: “Money.” He then is seen in the Hulu set saying “Hulu has live sports,” counting down the times he is legally obligated to say the phrase.
A third ad will feature Giannis Antetokounmpo and will run throughout the year.
Credits:
 
 
 
 
Agency: Big Family Table
Client: Hulu
Client Credits:
CEO:                                                                 Randy Freer     
CMO:                                                                Kelly Campbell
VP, Content Marketing:                                     Ryan Crosby
Director, Live TV Marketing:                              Michael Schneider
Manager, Marketing:                                         Rosalind Pressman
Senior Marketing Manager:                               Jordan Badia-Bellinger
Marketing Coordinator:                                                 Chie Kobayashi                           
                                               
BFT Credits and Titles:
Managing Director                                            Troy Kelley
Executive Creative Director                                Guto Araki
Group Strategy Director                                    Will Burroughs
Executive Integrated Producer                           Mary Ellen Duggan
Creative Director                                               Eric Manchester
Creative Director                                               Neal Desai 
Senior Art Director                                            Max Pollak
Senior Copywriter                                             Carly Blitz
Senior Copywriter                                             Marcin Markiewicz
Senior Art Director                                            Vlad Ivangorodsky
Account Supervisor                                           Kristin Paul 
Account Executive                                             Demi Treisman
Account Coordinator                                         Betsy Roberts
Senior Strategist                                                           Ravi Jayanath  
Designer                                                           Akilah Passmore
 
Live Action Production Company
Production Company Name:  Hungry Man
Director: Dave Laden
Executive Producer: Dan Duffy
Line Producer: Omar Bustos
Director of Photography: Eric Schmidt
                      
Editorial: Union Editorial
Editor: Christjan Jordan
Assistant Editor: Joe Hughes
Managing Director: Michael Raimondi
Senior Producer: Dani DuHadway
 
Post VFX: Resolution LA
Flame Artist: Carolyn Woods
Flame Artist: Maury Rosenfeld
VFX Producer: Logan Aries
Senior VFX Producer: Alexa Atkin
 
Color Company: MPC
Senior Colorist: Ricky Gausis
Color Producer: Rebecca Boorsma
EP: Meghan Lang
 
Audio Post Company: Lime Studios
Audio Engineer: Mark Meyuhas
Assistant Engineer: Peter Lapinski 
EP: Susie Boyajan
 
Licensed/Composed Music, Credits and Track Info:
Composer: Michael Haziza
Creative Director/Partner: Stephan Altman
Head of Production/Partner: Shelley Altman
EP: Colette Huemer
Tags: United States
 
 
 
 
 
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