Saratoga, Calif. — Roku launched a new advertising campaign on Monday called, “Now This Is TV.”
The campaign, which is timed for the holidays, highlights Roku’s lead in streaming content, including its ample selection of movies compared with other streaming devices.
The campaign was conceived for Roku from Butler Shine Stern and Partners (BSSP) and features “a festive and humorous tone and will reach consumers through out-of-home, cinema and digital executions across popular consumer entertainment and streaming websites,” the company said.
Roku will use the spot to play up the art of “self-gifting,” a trend that has gained popularity over the years.
According to the National Retail Federation, more than 50 percent of holiday shoppers plan to spend an average of nearly $130 on “self-gifts,” Roku said.
The ads feature a character named Moxkat Grvida, a 50-something Ukrainian man who loves Roku and explains why it is the best way to watch TV.
He offers “a foolproof plan for consumers to self-gift a Roku player and say it’s from him,” Roku said.
The Moxkat video ad will play in cinemas across the nation and will be seen online on popular digital destinations and across Roku’s social media channels.