Hulu’s 60-second spot, teased last week, ran in the fourth quarter of the Super Bowl to reveal the truth: The site is an evil plot by aliens — led by Alec Baldwin — to turn humans’ brains into a “cottage-cheese-like mush” and then eat them.
Wait, so that means Jeff Zucker and Peter Chernin are aliens? Hmmm.
In the spot, Baldwin (not coincidentally, star of NBC’s 30 Rock) leads viewers through the aliens’ hideout behind the Hollywood sign.
The marketing jujitsu at work, possibly quite effective, is to denigrate the product by telling viewers that if TV is a mind-disintegrating waste of time, Hulu is even worse because you can get it on-demand, for free, anywhere (well… anywhere with a relatively speedy Internet connection).
“You know, they say TV will rot your brain,” chuckles Baldwin. “That’s absurd. TV only softens the brain like a ripe banana. To take it all the way, we’ve created Hulu.”
Baldwin: “The best part is, there’s nothing you can do to stop it. I mean, what are you going to do, turn off your TV and your computer?”
The tagline: “Hulu. An evil plot to destroy the world. Enjoy.”
Go ahead and watch/rewatch the spot: