Memphis Grizzlies star fronts a new Hulu commercial called ‘Couchleisure’ running under the brand’s long-running sports star fronted comic ‘Sellouts’ series.
The fashion-themed commercial sees a relaxed Morant fail to even get off the sofa rather than ‘work it’ on the haute couture fashion runway. Indeed, the star NBA point guard rides a motorized sofa onto stage as he spoofs classic celebrity endorsements whilst modelling Hulu’s branded (fictional) ‘Couchleisure’ collection.
Of course, his branded lime robe is just a advertising prop and isn’t available for sale. Instead, it is a case of ‘Ja Stylin’ to promote Hulu + Live TV (which includes the streamer’s full library, as well as Disney+ and ESPN).
The campaign, which was created by agency Big Family Table, dropped in the second week of May and its release was timed to leverage spiking basketball interest around the NBA Playoffs.
The campaign spanned hoops-related TV networks, plus digital platforms and social media.
“It did take a bit longer than expected for the couch to get up and down the runway, so Ja spent the majority of the time lying down on it in between takes,” commented Hulu’s VP of Brand, Live & Licensed Marketing Michael Schneider.
The campaign was created for Hulu President Joe Earley, Head of Marketing Scott Donaton, Head of Creative Reid Thompson, VP Of Brand, Live & Licensed Marketing Michael Schneider, Director Of Brand, Live & Licensed Marketing Rosalind Pressman, Team Lead Of Live & Licensed Marketing Chie Kobayashi and Associate Live & Licensed Marketing Manager Jayla Winston by a team at agency Big Family Table which included Head of Creative Guto Araki, Group Account Director Chris Carter,
Account Director Lacy Borko, Executive Integrated Producer Dan Kaplan, Senior Producer Matt Marty, Creative Directors Eric Manchester and Neal Desai, Account Director Andrew Haumersen, Account Director Natalie Uribe, Account Supervisor Wilhelm Lawrence, Director of Business Affairs Gabriela Farias, Music Director Chip Herter and Music Supervisor Will Eichler.
The live action production company was Hungry Man with Director Dave Laden, Executive Producer Caleb Dewart, Producer Shannon Bowen, Production Manager Drew Baker and Director of Photography Bryan Newman.
Editorial was handled by The Den Editorial with Executive Producer Jennifer Mersis, Senior Editor Christjan Jordan, Assistant Editor James Bird and Senior Producer Carolina Padilla with Jessica Davis. Post VFX was handled by Tribbo with VFX Creative Director Bibinho Carvalho, VFX Creative Director Rodrigo Pina, VFX Supervisor / Senior Flame Artist Rodrigo Pina, Flame Artist Sergio D’ Piazza, 3D Lead Artist Erick Buosi, 3D Modeling Alexandre Takeshi, 3D Generalist Henrique Freitas and Gabriel Leça, VFX Producer Rafael Flamínio and Tato Carvalho, plus TI Manager Lucas Pereira and Account Manager Carolina Barros.
The colour company was Company3 with Tom Poole and Alexandra Lubrano, while audio post was run through Lime Studios with Audio Mixer Matt Miller, Audio Assistant Ian Connie, plus Producers Susie Boyajan and Cassie Underwood.
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This campaign follows hot on the heels of Hulu’s previous ‘Sellouts’ spot with LaMelo Ball which saw the Charlotte Hornets star memorably touted a self-branded faux cereal line ‘LaMelOs’.
Of course, youthful All-Star Morant sadly left this year’s NBA Playoffs with a knee injury so he might be riding the sofa for much of the off-season as he recovers from surgery. He also recently fronted a beats By Dre campaign called ‘Dark Mode’.
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