Peacock Launch Sponsors Look to Win Over Workplace Superfans with Residence Workplace Confessions
NBCUniversal’s hit comedy The Office is leaving Netflix for January 1st on the streamer Peacock – and the broadcaster and its advertising partners are doing everything they can to attract superfans with Office-style ads and trivia.
The first two seasons of the popular show will be available for ad-supported viewing on Friday via Peacock’s free tier. The remaining seven seasons of the mockumentary will be accessible past an ad-supported tier of $ 4.99. Commercial breaks while the show is playing will include Office-inspired advertising from launch sponsors Unilever and State Farm.
Thirty-second spots mimick the office’s humorous humor and production quality, including quick zooms and confessionals that explore new characters’ home office experiences. In an ad for State Farm, a home renovation project goes horribly wrong. In another for Ax Body Spray, the main character in the commercial has to deal with an angry younger sister who has become a colleague.
State Farm also runs “pause ads,” which include messaging when a viewer freezes content. This includes office-specific trivia about the show, which is designed to educate viewers about their knowledge of the various mishaps across the series. Viewers who choose to binge watch may be rewarded with fewer ads by sponsors when looking for popular storylines, like the one where the romance of Jim and Pam blossoms
It’s the first time The Office, which ran on NBC from 2005 to 2013, will stream commercials. The sitcom was licensed to run on ad-free Netflix for years, where it was consistently one of the most watched shows on the streaming service. After NBCUniversal bought the rights to the sitcom for $ 500 million in 2019, the broadcaster announced this month that it would fill the series with new footage. These extended cuts and deleted scenes start with the third season, which remains behind the Paycock paywall.
The custom ads that accompany the ad-supported Office ad experience are part of NBCUniversal’s cross-promotion Symphony platform. Symphony is designed to help increase the success of the sitcom repeat and raise awareness of Peacock across all of the company’s marketing channels. The home office theme custom confessions for Unilever and State Farm are featured in Peacock’s trending section to get users to the Office viewing hub on the platform while also increasing the platform’s launch advertising. Efforts will also appear linear and digital.
“If we bring the office to Peacock, we can add a whole new group of consumers,” said Laura Molen, president of ad sales and partnerships for NBCUniversal. “This is really designed to hug office superfans and give us ads that reflect the spirit of the home office.”
Shaping the future of streaming advertising
This is the first time Peacock has expanded the show’s IP for advertisers for use in their marketing. To achieve this, NBCUniversal enlisted the help of an office expert. The ads were directed by Paul Lieberstein, who produced and wrote The Office and acted as the showrunner during the fifth, sixth, seventh, and eighth seasons of the show. The spots were produced by Independent Media and created in collaboration with the NBCUniversal Creative Partnerships team.
“It was a great time reconsidering the Office’s view of the mockumentary – it’s such a specific style, the skills to make it so unique and it felt great to be able to use it again,” said Lieberstein. “I hope these spots will evoke The Office for viewers, excite them, and make them nostalgic when they see it again on Peacock, part of the NBC family that first aired it.”