Pre-date cramming, the double-tap and the deep couch slide: your familiar binge-watching quirks and strategies are documented for posterity in the hilarious "Make It Yours" campaign, for Australian cable provider Foxtel out of the company's in-house agency Felix and Whybin/TBWA.
Like a fun anthropoligical survey, the campaign captures familiar streaming habits that many of us are likely guilty of. It includes a two-minute cinema film illlustrating about an event-TV-themed date in which a gal suggests to her suitor that they should make a night of the season 6 opener of "Game of Thrones."
Sounds like fun, for sure, but it turns out the guy hasn't watched a bit of the series, sending him into extreme panic. But thanks to Foxtel, he's able to school up super fast -- he streams episodes at the office, in the shower, at his desk, at the gym, so by the time the date comes around he's able to greet his lady friend with an appropriately nerdy "Game of Thrones"-inspired "hello."
A "Prelude" ad goes through the various types characters of Foxtel streamers, while other spots focus on the individuals, including Karen, a woman who streams HBO's "Veep" and Australian series "Wentworth" during the late hours. In sports-commentator fashion a V.O. details her various strategies in keeping her tablet afloat while she's prone in bed and nodding off, or in keeping her eyes glued to the tube as her couch cushions shrivel under her weight.
Another ad captures a binge-watching bus rider who finds himself in the uncomfortable position of watching lurid sex scenes from "Girls," as other commuters look on. Yet another depicts a moment no doubt parents round-the-world are familiar with -- frantically pulling up that kids' show on their smartphone so they can enjoy family brunch in peace. Nick Ball directed the ads out of Finch.
The campaign includes digital, print and social activations and will continue to roll out over coming months.