Fetch launches new ‘The Way to Watch’ brand positioning and campaign via Today the Brave


Fetch TV, the local aggregation platform committed to helping customers simplify their viewing experience, is rolling out a multi-platform campaign positioning Fetch as “The Way to Watch”.  The campaign was developed in partnership with Today the Brave and timed to coincide with the launch of Fetch with Telstra.


Firmly establishing Fetch as the way to get back to really enjoying the TV experience, the positioning comes amid new creative designed to save Aussies from TV purgatory. The campaign will also highlight the rich and differentiated functionality available via Fetch, including; Continue Watching, Universal Search, Ways to Watch and Free to Me.

With more content at our fingertips than ever before, viewers report they often spend more time trying to find TV shows and movies than they do watching them. To emphasise the issue, Today the Brave have created “TV Purgatory”, a metaphor for the frustrating limbo we all find ourselves in when it comes to navigating the huge amount of content available in streaming apps and channels.

Through a series of 15” and 30” TVCs, each execution is driven by a curious voice over, observing the unique insights we all grapple with on a daily basis, before they are transported into the world of Fetch, where watching TV becomes as simple and fun as it used to be.

Says Jade Manning, creative partner, Today the Brave: “The audience are transported to a lonely, desolate wasteland where a tower of TVs rises into the sky, displaying the overwhelming amount of content that confronts us when making our viewing choices.”

Says Vince Osmond, creative partner, Today the Brave: “While the TV tower is a strong hook that outlines the problem the audience are facing, it was crucial that we demonstrated the rich and highly differentiated functionality that Fetch offers.   Once you have experienced just how simple and intuitive Fetch is to use, there’s no going back.”

Today the Brave created a device for the brand that will be pulled through a truly integrated campaign spanning broadcast, BVOD, social, digital, radio and static OOH in locations including superscreens at Westfield Centres and airport billboards.

Says Sue Brenchley, chief marketing officer, Fetch TV: “Fetch has established itself as a market leading aggregation platform, and we now offer a truly differentiated user experience, establishing Fetch as “The Way to Watch”.  The new positioning and creative, developed in partnership with Today the Brave, aligns with the roll out of the new Fetch user interface and the launch of Fetch from Telstra.  With a great product and strong support from our ISP and Retail partners, we are set to embark on an exciting period of growth and look forward to helping Australian households truly enjoy their TV experience.”

Since Today the Brave’s launch in mid-2022, the agency has worked with clients including Carnival Cruise Lines, True North, Coposit, Zambrero, the University of Sydney, AMP North, News Corp, HOYTS and Mercury Capital.

Client: Fetch TV

Creative: Today the Brave

3D Animation: Collider Studio

UI Animation: P2

Sound: Rumble

Fetch launches new ‘The Way to Watch’ brand positioning and campaign via Today the Brave