Ellen.

Celebrity Launch Campaign.

In this Emmy-winning launch campaign, my team and I leveraged Ellen’s A-list talent lineup to create a once-in-a-generation spot extolling the virtues of America’s sweetheart.

Filmed in a series of brief shoots before or after each guest’s appearance on the show, the campaign was a clean and simple way to communicate verbally what makes the Ellen show great, while also letting the medium become the message. The names on this lineup speak for themselves.

We rolled out this campaign in staggered releases on-air, on social, and in a targeted media buy (digital and select out-of-home) throughout the summer leading up to her season premiere — audiences never knew when another spot would drop, and each new delivery was a welcome surprise.

It was an easy, clean way to maintain a continuous stream of fresh Ellen content over the summer (when her show is in repeats), keep viewer appetite high, and prime them for a big launch of new season in September.