VIZIO, long known as a TV manufacturer, has steadily declined in brand equity and consideration over the last several years. VIZIO was once seen as the value king. Today, VIZIO’s “bang for your buck” competitors have finally caught up with them, putting their hardware-centric value proposition into question and demanding that they stand for something more, lest they continue to be lost in the middle of the two extremes of the category: bigger TVs for less money, or better performance for more money. Our task was to drive unaided awareness, knowledge, and consideration for the VIZIO rebrand through a repositioning that better contextualized how the company has changed over the last decade, including a strong pivot to entertainment and software.

In this film, we showed how VIZIO can change the way you see the world—through two very unexpected characters. The commercial begins with someone coming home from work with a briefcase in hand. As we see more of them, we reveal that it’s a human-sized raccoon. We follow him as he uses various apps and features of his VIZIO TV and soundbar to prepare for a romantic date night with a human-sized female raccoon. Music swells as they lean in for a kiss, but before their lips touch, the sound of something hitting a glass window takes us out of the moment. In the end, we reveal that it was merely two raccoons sitting on a windowsill peering into a home, imagining what their lives would be like if they had a VIZIO of their own.

"Watch us" easily crushed iSpot norms on every metric and placed in the very top percentile on breakthrough (Attention and Likeability), Watchability (entertaining) and Relevance/Relatability. 75% recalled Vizio (unaided) after a single viewing, with 2/3 of those recalling the ad say it positively impacted how they feel about the brand, seeing VIZIO as innovative and entertaining. Purchase intent came in +4 points over norm (54% Top 2 Box). Source: AceMetrix “The New Standard for TV ad Measurement, 07/12/23.

"Watch us" delivered 153M Impressions - 45M earned which is a 1.42x budgeted/planned.