While you may think your TV’s on-screen program guide is the definition of mundane, it’s a strategic goldmine to some of the world’s largest consumer electronics companies.

In a high-stakes battle to control this real estate, RCA cleverly used two professional comedian-spokespersons to attract consumers to its new GUIDE Plus+. One specialized in technophobic humor (the universal difficulties of VCR programming), while the other focused on the battle-of-the-sexes over the remote control.

To support this innovative marketing effort, we wrote press materials as well as a humorously informative consumer brochure. A handy guide to the latest in television technology, the brochure included a glossary of tech terms and a tear-off panel of TV-buying tips.