Arnold Worldwide, in partnership with Furlined Directors Speck and Gordon, launched a spot during the Oscars night for CenturyLink. “Movie Titles” features Paul Giamatti in his first-ever on-camera brand commercial work. The spot is part of the “Hollywood Insider” campaign for CenturyLink.
CenturyLink’s high-speed broadband service provides access to endless content with its speedy Internet and interactive Prism TV; creating a world where everyone is connected to the things they love – like Hollywood. To show how CenturyLink has enabled its customers to become true critics, the brand has selected Golden Globe and Emmy Award winning actor Paul Giamatti for its new campaign, “Hollywood Insider.” Giamatti, starring in the first on-camera brand commercial work of his illustrious career, faces constant and insightful feedback from an everyday family that has watched countless movies and TV shows and expects perfection from the actor.
CenturyLink sought a celebrity that could amplify their message of simplicity and honesty, while being humorous and personable. Paul Giamatti, best known for his leading roles in American Splendor, Sideways, and Barney’s Version, fits these criteria for CenturyLink, as he appears as an earnest performer hoping to win over a family with his acting chops.
In one spot, Giamatti informs the audience of CenturyLink Prism TV’s benefits – offering the same channels as cable, without having to deal with cable – only to have his knowledge of improvisation put into question, while in another spot, Giamatti explains the effectiveness of CenturyLink’s Gig Internet, but the family has specific suggestions regarding his delivery speed.
Targeting the world’s most Hollywood-focused event – the Oscars – global creative agency Arnold Worldwide and CenturyLink launched “Movie Titles” on Feb 28 as part of the “Hollywood Insider” film series. The TV portion of the campaign – directed by Will Speck and Josh Gordon of Furlined – includes a number of 30 and 60-second spots that air in select markets across the US. “Hollywood Insider” also comes to life in digital and social – through unique longer-format videos that live online and support broadcast efforts, and a series of shorter-format social videos designed to let the family drop some serious “Hollywood Insider” knowledge.
CenturyLink: Pat Glavin – VP of Marketing, Spencer Lange – Director, Marcom Strategy for Consumer Products, Rachel Zucker – Manager, Marketing – Planning & Analysis, Heather Verzwyvelt – Manager, Marketing – Planning & Analysis
- Global Chief Creative Officer: Jim Elliott
- Executive Creative Directors: Wade Devers, David Register
- Creative Director: James Clunie
- Associate Creative Director: Matt McGowan
- Copywriter: Arthur J. Warren
- Account Managers: Sasha Hartman, Simran Sudan
- Project Manager: Cyan Dana
- Producers: Bill Goodell, Tia DeMelis
- Assistant Producer: Alissa Feldbau
- Business Affairs: Lisa Mercier
Talent: Paul Giamatti, David Barnes, Ann Carr, John D’Leo, Lily Silverstein
Production Company: Furlined
- Directors: Speck and Gordon
- President: Diane McArter
- Senior Executive Producer: David Thorne
- Executive Producer: Jay Wakefield
- Director of Photography: Jeff Cutter
- Line Producer: Greg Schultz
Editorial: Bug Editorial
- Editor: Andre Betz
Sound: Soundtrack Group, Boston
- Sound Engineer: Michael Secher