One22 Open Tape: Meet Neil

In the video open to NBCUniversal’s One22 Developer Conference, it was important to convey a clear but fun message to major industry players that we can no longer hang on to outdated systems of advertising, measurement and entertainment: enter “Neil”, a loveable ‘traditionalist’ who is trapped in his outdated ways.  
From taking instant film cameras to writing checks to ordering relaxed-fit polos from a catalogue on his (corded) landline, Neil is trapped in an old-school mentality when the world has clearly moved on. Only when his precious VHS of Chicago Fire is taped over does he notice his neighbor streaming the show on Peacock on his giant flatscreen. The neighbor welcomes Neil with open arms – while opening his eyes to a brave new world of possibility.  
While funny and upbeat, the messaging doesn’t pull any punches – one target can certainly be inferred by Neil’s own first name. The spot positions NBCUniversal as a leader in embracing the future of our industry, highlighting the ad-supported Peacock platform and its ad innovations (here a shoppable pause ad).  
By kicking off One22 with this video, we sent a strong message to all attendees (including competitors) that it’s time to work together to embrace new methods and technology – so we all don’t go the way of Blockbuster.