Xumo takes the simple approach

Is there such a thing as too much choice? If you've ever sat deciding what to watch on TV of an evening, then you might think that, yes, there is. 

Once you've settled on the service itself (Netflix? Prime? Apple? Disney+?) you then have to navigate format (film or TV series?) then genre (drama, documentary, horror or comedy?) then programmes within that genre... it enough to make you turn to a book! 

Recent data from supports this, stating that the average US household subscribes to 4.7 streaming services, with viewers feeling oversubscribed and overwhelmed, 40% of them spending more than 10 minutes deciding what to watch.

Xumo's new campaign humorously tackles this topic with its new campaign, created by Mekanism San Francisco. Directed by Jonathan Krisel, the campaign juxtaposes the complexities of modern life with the simplicity of the Xumo experience through a duo of humorous spots, Deciding is Hard [above] and Losing is Hard [below]. 

“In developing this campaign, we recognised the need for an absurdly simple creative approach to cut through the noise of today's media landscape,” said Tommy Means, Founder & CCO at Mekanism. "Our work was born from a universal sentiment: ‘Life is hard enough; I just want to watch my shows.’”

“When we conducted the pitch back in late 2023, Mekanism’s Life is Hard. Xumo is Easy campaign stood out for its clear, simple strategy and fun creative execution,” said Stephanie Cassi, SVP Sales & Marketing at Xumo. “The complexity of today’s entertainment landscape is something almost every consumer can relate with. Our new campaign addresses this topic in a fun, lighthearted way and we can’t wait to see it come to life across platforms.”