Tuesday, Dec. 08, 2009


Celebrity endorsement can be a double-edged sword, but Alec Baldwin's current status as a critics' darling only helps this ad hit its target audience — let's call them digitally advanced but cash-poor. All the demo-appropriate references are there: sci-fi, ironic use of air quotes, risible conspiracy theories and the phrase "cerebral gelatinizing." Essentially a fondness-building exercise, since it doesn't really explain what Hulu is or does, this ad seemed designed to nudge viewers who've heard of the site to actually check it out.