In Hungary, the loudest voices keep echoing propaganda against immigrants, LBGTQ people and liberalism. It is in this atmosphere the Comedy Central had to promote the new season of Modern Family – a show full of liberal-minded characters, gay couples and even an immigrant wife. We realised that all the “illiberal” hate will be a guarantee for the tolerant part of the internet that Modern Family is worth watching, so we collected the funniest, weirdest, most offensive comments about the show and built our integrated campaign around them.
This professional campaign titled 'If they hate it, you’ll love it!' was published in Hungary in November, 2019. It was created for the brand: Comedy Central, by ad agency: Brightly. This Integrated medium campaign is related to the Media industry and contains 2 media assets. It was submitted over 2 years ago by head of idea: Peter Kutalik of Brightly.
Advertising Agency: Brightly, Budapest, Hungary
Creative Director: Róbert Lőrincz
Head Of Art: Ágnes Szepesi
Art Director: Christopher Barabás
Senior Copywriter: Péter Kutalik
Copywriter: Réka Borda
Account Director: Erika Szabó-Nagy
Account Manager: Éva Varga