Roku Revs Up Holiday Ad Campaign

‘Now This Is TV’ Tilt Taps Ukrainian Pitchman, Targets Self-Gifters

Roku has kicked an ad campaign tailored to consumers who are likely to buy a Roku box for themselves this holiday season. Oh, and they’re using a “50-something Ukrainian man” named Moxkat Grivida as the pitchman for its streaming device lineup.

Roku’s “Now This Is TV” campaign comes about seven weeks after the company announced a revamped product lineup, including the new $49 entry-level Roku LT model, ahead of the holiday buying season.

Roku, which tapped agency Butler, Shine, Stern and Partners (BSSP) to create the campaign, said it will follow a trend in which more than 50% of holiday shoppers plan to spend an average of nearly $140 on “self gifts,” according to the National Retail Federation.

Roku’s campaign video ads jokingly calls on those self-gifters to buy their Roku of choice, wrap it, and claim it came from Moxkat Grvida, the star of the campaign. The spot (see below) will appear in movie theaters, “popular digital destinations” and on Roku’s social media channels.

The campaign comes to light less than three months after Roku hired former News Corp. exec Matthew Anderson as its first chief marketing officer.

Roku, which competes with the Apple TV and increasingly with the new Google Chromecast, said in April it had sold more than 5 million streaming players in the U.S., but has not updated that figure since. It has yet to say how many units it has sold in its current set of international markets -- Canada, the U.K., and Ireland.