Extra.

Aspire Launch Campaign.

At the time of this campaign, the veteran news magazine Extra was entering its 25th season.

After that many years on the air, seemingly every creative idea had been executed. Instead of doing another sell based on a host or the “Extra! Extra!” audio sting, my team decided instead to ask ourselves a very simple question.

What is it that Extra really offers to viewers?

I decided that at it’s core, Extra tells Hollywood stories. It’s a rough draft of tomorrow’s Film History textbook. Extra tells stories of ambition and greed and struggle and beauty and scandal that could only happen here — and people love those stories.

So for this execution, I led the creation of this pure brand spot. We didn’t feature hosts, we didn’t feature the audio sting, we didn’t show a single press junket. Instead, I personally wrote the copy that became this love letter to Hollywood.

And then, in the last frame, the spots revealed that the quintessential teller of Hollywood stories — is Extra.