...Because we're aliens...

I'll get some crap for this but I think this is genius. I'm taking two account planning and strategy classes and I have an appreciation for planners directing the message for creatives to do their thing. I have to believe that this type of work probably came from a good brief.

Hulu as a service is fairly simple. It's all the shows you want to watch or missed...for free. It's better than Tivo because you don't have to remember to record something you're going to miss and it's better than YouTube because it's in HD not in that pixelated webcam look. A planner could have suggested a creative to sell consumers on the idea of convenience or accessibility.

Instead, CP+B opted to use all the negative perceptions about TV to sell Hulu. People will embrace that. Some people watch TV all day and get reprimanded for being lazy and wasting their time, but the people that do that will defend it to death. They love not doing anything productive with their time. All people that watch Hulu do is productively watch TV by eliminating most of the commercials thus allowing them to watch more of their favorite programs using that extra time.

Embracing something negative is nothing new. Black people were oppressed for years by the N word and now they use it themselves to throw it back at anyone ignorant enough to still be racist. They took its power away. If this campaign works, Hulu will take away the power from the perception that watching too much TV is bad. More people will watch Hulu without being criticized.

Also, there's aliens in the plot. And that's always a plus. Also, theres Alec Baldwin. And he's right up there with aliens.