Remember when Alec Baldwin insidiously said Hulu would turn your brain to mush?
Well, the streaming service is still doing a number on humans—indeed, it's ruining their lives, according to a new brand campaign that breaks Monday night during the Emmy Awards telecast on NBC.
A star-studded 60-second spot, made by IPG creative agency Big Family Table, explains the danger of watching Hulu. See below as talent from Hulu shows and broadcasts—real-life couple Sofia Vergara and Joe Manganiello, sports stars James Harden and Jared Goff, Emmy Award winner Samira Wiley, along with Sarah Silverman, Ramy Youssef and Miles Brown—deliver the wry warning.
Hulu, of course, won best drama at last year's Emmy Awards for The Handmaid's Tale. The show has earned an impressive 20 Emmy nominations this year, including eight acting mentions—which helps explain the advertising splash on the Emmys show.
The 60-second launch spot will actually run twice tonight—during the Red Carpet special preceding the awards, and then again during the awards themselves. Eight other national TV spots were cut, including several :15s and :30s.
The broader "Better Ruins Everything" campaign will run through the end of the year and also include digital video, online banners, billboards in markets like New York, Los Angeles, Philadelphia, Dallas and Chicago, and social media efforts.
Saturday Night Live stars Colin Jost and Michael Che, who anchor SNL's "Weekend Update," will host the 70th Primetime Emmy Awards on Monday night from the Microsoft Theater in Los Angeles.
Creative Agency: Big Family Table
Executive Creative Director: Guto Araki
Creative Directors: Eric Manchester, Neal Desai
Managing Director: Troy Kelley
Account Executive: Demi Triesman
Account Supervisor: Kristin Paul
Senior Strategist: Troy Kelley
Senior Digital Producer: Nyaze Vincent