Behind the Idea: That time Kylie Minogue starred in a ROXi ad

Published by

As the world's most favourite Australian export, Kylie Minogue is quite clearly beloved on a global level and a personality any brand would want associated with its products. So when the folks at London Advertising got in touch with a ROXi TV ad starring the famous music artist, we knew it would be an interesting one to watch.

The ROXi TV brand campaign aired towards the end of last year and it showcases the full range of experiences that the ROXi entertainment system can provide for the entire family. And though she only appears for a few instants, Kylie Minogue is seen on screen singing Magic, a single from her latest album. Sounds like a win-win situation to us.

Today we are getting Behind the Idea to understand the process that brought the ROXi TV brand campaign to life.

What was the brief?

As ROXi is a new product concept which is not available in traditional retail, our task was to demonstrate the joy ROXi’s unique range of features brings to your home in a way that will drive people to find out more online.

How did the initial pitch/brainstorming phase go?

We have been working with ROXi since March. We began by helping them develop their Brand Positioning, Communications Strategy and brand guidelines – all done virtually with no face-to-face meetings during lockdown.  We then presented creative work and throughout the journey we stayed very close and it’s definitely the most collaborative production experience we’ve worked on. As such there wasn’t so much a pitch, more a development of ideas and scripts. I think there was 10 or 11 scripts on the table back in July and all of them got due consideration. 


Tell us more about the concept. How did it come to life, and why was it the right choice?

We realised early on that we had to educate people about ROXi. It lives in its own new category, so whatever we were going to create would need to explain what it did. We also knew it had to be fun and exciting to engage with our audience. We were targeting households that love getting together with family and friends to have a great time. Homes that place the TV at the heart of their entertainment. Saturday Night TV-ers if you will. 

The work would also run in new territories across the world so needed to be easily understood and memorable. 

This led us to disguise a product demo, within a magical journey that ends in the company of a superstar.  All of this enabled by ROXi. Amazing. 


What was the production process like? What was the biggest challenge?

Unusual. Lockdown made sure it was a new experience for all of us.

The biggest challenge was making a two day shoot fit into one. It was tough. Luckily the amazing team at Burning Reel were adept at making magic happen. Our new heroes. 

What is one funny or notable thing that happened during the production of the campaign?

Turns out Gaffers don’t particularly like 14-hour days. 


What’s the main message of the campaign and why does it matter?

ROXi helps you enjoy music together for a happier home. 

Today families are too often fragmented with people on social media by themselves in their bedrooms or listening to music alone with their headphones. For the last 30 years tech has made music a more solitary experience (Walkmans; iPods; Bluetooth headphones; Spotify).  

ROXi reverses this trend by transforming your TV into the widest possible audio-visual music experience that brings friends and family into your living room to enjoy moments together that are enhanced by the power of music. 


What is one unique aspect of the campaign?

The entire brand, strategy and ad development/production was during lockdown

How long did it take from inception to delivery?

The initial scripts were written in June and we delivered the films at the beginning of November. 


What do you hope it achieves for the brand?

Fame. And of course we want viewers to reach for their phone, computer or TV controller to find out more. Or purchase outright. Preferably.

Credit list for the campaign?

Agency – LONDON Advertising 
Creative Director – Alan Jarvie 
Head of Client Services - Michael Moszynski  
Head of Production – David Clark

Production Company – Burning Reel 
Director – Joshua Stocker 
Producer – Mike Heath 
Exec Producer – Cal Gordon 
DP – Hamish Anderson

Post Production - Creep 
VFX – Mike Connolly 
Colour  – Chris Bell 
Editor - Berta Lozano 
Sound Design – Michalis Anthis



« Back to Company news