Peacock’s new brand campaign goes full-on humor

How do you watch television? And why are you doing this in the bathroom?

These are some of the questions Peacock explores in its new brand campaign, “Watch However, Watch Whyever.”

According to Peacock, its new series of ads acts as a playful riff on familiar viewing habits. One spot mocks the infamous “Dad Pose,” in which fathers across the country choose to watch television standing up. In another place, the banner examines why people choose to stream shows in the peace and quiet of their bathroom, while exploring the different reasons for watching live sports, whether it’s to grab a snack or to cheer on their favorite teams.

To start, the NBCUniversal streamer will debut the two new one-minute spots during Sunday Night Football on December 8.

Shannon Willett, Chief Marketing Officer of Peacock and recent Recipient ADWEEK 50said the idea for the campaign spots came from a combination of information gathered from social media trends and memes, as well as anecdotes from friends, family and consumers.

For example, according to Willett, the “Dad Pose” ad came from online discussions about people standing while watching sporting events. Meanwhile, peeking into the bathroom is a common trope that people wonder about, and the new spot goes through all the reasons someone might hide to watch TV, while inserting a bit of humor.

“We want to lean into the things that people are actually talking about and have a conversation with our fans and our viewers,” Willett told ADWEEK. “It’s the behaviors that people have that are fun and funny. And for us, it’s about celebrating all of these unique reasons and places that viewers watch Peacock content and being a judgment-free zone.

Willett said the timing of launching the campaign during Sunday Night Football, in the middle of the season, was intentional given the company’s large Sunday Night Football audience.

“Both ads embody that spirit,” Willett said. “It was a great place to start and show that Sunday Night Football is so important to NBCUniversal. This is so important to Peacock. It’s such a great audience. We can reach a certain number of people there in an authentic way and that’s the right springboard for us.”

Comcast announced in its latest quarterly earnings report that Peacock reached 36 million subscribers after the Olympics and NFL boost. The new brand campaign, Peacock’s first since its launch in 2020, will look to capitalize on this increased audience.

As for what to expect from Peacock in 2025, Willett said the streamer will expand its sports and entertainment offerings with the return of popular series like Bel-Air, Poker Face and The Day of the Jackal, as well as new shows like Laid. starring Stephanie Hsu, which will be released later this month.

She added that viewers can expect a lot around NBCUniversal’s SNL50 anniversary as well as Wicked, which is expected to debut on the service early next year after a successful theatrical run at the box office. -office.

“Peacock is barely four years old now, and the company has matured and changed in many ways,” Willett said. “This campaign is a great opportunity for us to focus on the fact that we are doing all of this for our consumers, for our fans, for our viewers, and that we invite them to come to us, to be themselves, to s engage with our content however they want, on any device.