Kaplan: ‘My TiVo Gets Me’

NEW YORK The Kaplan Thaler Group this week breaks its first work for new client TiVo under the tagline, “My TiVo gets me.”

The work humorously explains the benefits TiVo offers beyond those of standard DVR machines.

The first two spots broke on May 2. In one, a man’s girlfriend sighs about how much baseball he watches and leaves the room. He then addresses the camera, explaining that he can set TiVo to record anything with the word baseball, and that over time, the device will “learn” what he likes.

In another, two guys at a barbecue talk about TiVo. One tells the other that TiVo enables him to have movies sent to his TV from Amazon.com. He then mentions that Larry, a mutual friend, uses TiVo to have movies from Amazon sent directly to his laptop.

Another spot could break this week, and features movie critic Gene Shalit, sitting in an easy chair with a bucket of popcorn, as he addresses the camera extolling TiVo’s benefits.

Two additional spots are slated for next week.

The work will run variously on national cable and online, with a campaign Web site, www.mytivogetsme.com. A branding video will appear on the Nasdaq board and some projection screens around New York.

Publicis Groupe’s The Kaplan Thaler Group in New York won the TiVo account in a February shootout against WPP Group’s JWT in New York.

The Alviso, Calif., client spent about $10 million in domestic media in each of the past two years, according to TNS Media Intelligence.