Roku - Ok, Roku Does That
Roku has always been obsessed with simplicity. Even without much advertising, they became America’s #1 TV streaming platform. In 2021, they decided to make their philosophy of simplicity the centerpiece of their first big-budget national brand campaign.
We came up with "Ok, Roku does that" -- a campaign that compared Roku to history's favorite simple inventions, from the paperclip to the emoji, showing that the best ideas are often the simplest. It rolled out across broadcast TV, out of home, social, and digital through Roku's OneView platform, with spots airing on Dancing with the Stars, Thursday Night Football, and more, plus billboards in New York, Chicago, and Atlanta.
This was Roku's biggest advertising effort to date, a multi-million dollar push that not only cemented Roku's reputation for simplicity but also delivered real results. Among 18–34 year-olds, brand favorability rose 22%, and in higher-income households it jumped 55%. Overall, the campaign drove a 167% lift in favorability, proving that when simplicity is the message, it works.
More importantly, the YouTube comments were shockingly positive.
Art Director Partner - Jennifer Ma ; Creative Director - Kevin Koller ; Additional Copywriter - Scott Steele ; Directed by Keith Schofield