Four national spots, by 215 McCann, show Kendrick singing the praises of Hulu alonsgide a backdrop lit and stylized to look like the new Hulu user interface. Robert Stromberg ("Maleficent") directed each of the ads, starting with a launch spot breaking this week. In one, seen here, Kendrick explains how Hulu gets to know her a little better every time she watches, and we see her in multiple guises: watching "The Mindy Project" as she eats breakfast, gardening shows as she tends her plants and Hollywood movies as she puts on her makeup. It finishes with multiple Kendricks sitting on the sofa, with one asking another "Do you have to sing everything?"
The talented Kendrick does a good job of livening up what could have been a pretty pedestrian script with her kooky personality, and the different spots promote the various aspects of Hulu's service, like sports, wide choice of content and personalization.