To usher in a new way to watch TV, we needed a new way to talk about TV. Instead of making a series of commercials, we created a suite of demos that showcased the benefits of Fire TV, on the viewers very-own screen.

Each of the 13 demo’s highlighted a different feature that a Fire TV upgrade would deliver, and ran contextually across all major networks. By lining up the media buy with the relevant show, we effectively took over people’s televisions and simulated the experience that their current TV was capable of with a Fire TV upgrade.

Each of the spots concluded with the line “Can Your TV Do That?” inviting the viewer to question their current viewing experience and consider an upgrade to Fire TV.