A brand with a reputation to protect seeks exposure and relevance
Consumer Reports has a strict policy of saying 'no' advertisers' dollars.
Sure, it will provide solid, insightful critiques of brands' products, but it would never endorse a product without the context of an entire magazine article to make the case for a "Best Buy."
However, CR wants to remain ever-relevant while people shop, especially as that competition is increasingly fierce: there are hundreds of quality ways to study up on a product while shopping with our phones in our hands.
So PRN partnered with them to provide salient tips that often comprise the first half of every article: product, category and safety information.
CR knew it had a need, but sought guidance to execute for the digital out of home space.
The spots deliberately remained true to CR's clean and efficient journalistic tone, and just a touch more animated.