Video-streaming service Roku has rolled out a national ad campaign specifically calling out losing presidential candidate Mitt Romney. The maker of TV set-top boxes spent $10 million on banner advertisements it hopes will tap into the excitement surrounding the national election.
AdAge reports that Roku's campaign, dubbed "Keep Streaming America," was set to roll out in New York, San Francisco, Chicago, Los Angeles, Minneapolis and Seattle.
"Cheer up Mitt! More time to watch TV," the ads read.
“Roku’s whole point is that whenever there is time, you should kick back and watch something,” Josh Denberg, creative director at Division of Labor, the marketing agency behind Roku’s ad campaign, told Mashable. ”We started thinking about who has free time. We have two candidates who have been going at it for two years and come November 7th, one of them will have a lot of free time.”
The company prepared two versions of the tongue-in-cheek banners, one for either candidate.
"The Mitt board is only one of dozens of TV-enjoyment-centric headlines on billboards used to support the ad idea of encouraging folks to stream and enjoy great entertainment in an easy way," Ha Thai, a spokeswoman for Roku, told The Hill. "We didn't care who won the election."
Maybe not, but Obama supporters did. Lis Smith, a spokeswoman for President Barack Obama's reelection campaign, tweeted this picture of an ad in Chicago.
Spotted in Chicago. Clear Channel moves fast!@ River North Neighborhood instagr.am/p/RvSTesTX5j/
— Lis Smith (@Lis_Smith) November 7, 2012
Roku is not the only company to jump on the election bandwagon. On Election Day, Spirit Airlines sent out an email with the subject line "Romney Wins."
The message, which read "Romney Wins! And so do Obama and you with these incredibly low fares!," was sent to advertise discounted flights. But some customers were not amused, according to Business Insider.
— stephanie (@_stephanieyo) November 6, 2012
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