Less Screaming, More Streaming | Clapboard Ad Archive

Less Screaming. More Streaming.

Description

Roku’s campaign, Less Screaming. More Streaming., launched in the United States in October 2024, offers a fresh and relatable approach to the frustration many consumers experience with streaming technology. Created in collaboration with Fellow Kids, a minority-owned, full-service creative agency known for their mission to save brands from communicating in ineffective noise, this campaign marks the beginning of a promising partnership as Roku embarks on a new phase of brand growth. The campaign leverages film as its primary medium and consists of three media assets that vividly capture the common consumer pain points associated with buying and using smart TVs. The flagship commercial, I HATE BUYING TVS!!! | Roku Commercial, humorously highlights the confusion and overwhelm consumers face amid complicated jargon and overly technical features when purchasing a new TV. Roku positions its smart TV as the straightforward solution that removes complexity by offering intuitive technology with automatic updates, ensuring less frustration—less screaming—and more seamless streaming enjoyment. By addressing the core emotional discomfort tied to streaming devices, the campaign solidifies Roku’s brand promise of simplicity and ease. It aligns messaging with actual consumer behavior and sentiment, inviting viewers to trade in bewildering buzzwords for the clarity and reliability of Roku TV. This strategic communication not only emphasizes functional benefits but also cultivates an emotional connection through humor and authenticity. With Fellow Kids’ creative vision, Roku is successfully cutting through the clutter in the electronic devices market by making streaming accessible and enjoyable again, reinforcing its position as a user-friendly leader in the space. The campaign’s call to action directs audiences to explore Roku TV online, further driving engagement and consideration among frustrated consumers eager for a better streaming experience.

Credits

Client

Roku

Vice President Of Retail Strategy

Chris Larson

Vp Global Brand

Damon Van Deusen

Director Growth Marketing

Chris Bull

Director Of Marketing Devices

Colleen McGee

Producer

Jingo Olaes, Judd Stricker, Caleb Dewart, Kim Dellara, Matt Lefebvre, Franchesca McDowell, Josh Goldstein, Joanna Manning, Katrina Kuss, Rafael Flamínio, Ben Trumm

Agency

Fellow Kids

Ceo

Guto Araki

Executive Creative Director

Eric Christy Manchester, Neal Desai

Creative Director

Marcin Markiewicz

Head Of Brand

Lacy Morrow

Account Management

Cindy Lewellen, Carol Barros

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Campaign Proposition

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