truTV was launching a new law enforcement reality show that changes the perspective on the whole genre. Police POV is shot with micro-cameras that sit behind the ears of real cops to catch every second of the action as seen through the eyes of the cops. Our campaign put the focus on the game-changing technology, with ads featuring close-ups of cops wearing the camera. At the same time, we drove home the visceral benefits with high-impact digital placements that reminded consumers that this is the only cop show that truly lets them see the cops’ perspective.
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