The Real.

Real Talk Launch Campaign.

If Season Four reestablished the hosts of The Real as personalities, Season Five built on that execution to showcase what it was each host actually did on the show.

Season Four was who they are. Season Five is what they bring.

Again offering a spot to each host, my team and I built these executions around soundbites from the show itself. We showcased the Real Talk and bon mots that each host offered at the table on a daily basis. Empowerment has always been a part of the DNA of this show, and so we culled bites from each host that spoke to that dynamic — not just funny bites, but powerful bites. Humor, yes, but also wisdom.

Bereft of much of a budget, we structured these executions around a still shoot we’d done, overlaying the photography with onscreen text of their soundbites. These spots set the stage for continued ratings growth in their fifth season, resulting in a three-year pickup for the show.