- Peacock’s highly successful original series, “Bel-Air” returns for a second season on Thursday, February 23 along with new and returning brand partners – Lexus, Simply Spiked™, State Farm®, Target, and Xfinity – elevating the viewing experience with engaging, innovative advertising on the platform.
- This season, NBCU continued to collaborate with brand partners to organically blend ad integrations within the show’s storylines, further supporting characters on their journeys.
- Lexus returns, as the show’s main character, Will, and his family navigate new triumphs and challenges in the LX 600 Ultra Luxury.
- As a first-time show partner, Simply Spiked is featured as Will’s cousin, Hilary Banks, finds her place within the influencer industry.
- NBCU’s Creative Partnerships team tapped into the show’s unique IP and roster of stars in partnership with State Farm and Xfinity to produce custom spots that further reinforce how great content and great advertising can thrive together. Audiences tuning-in will get a chance to see and hear their favorite “Bel-Air” talent come to life in different ways including:
- State Farm shines a light on how to be a good neighbor featuring a new iconic duo with Jazz and Jake from State Farm;
- The Banks’ family fixer, Geoffrey teamed up with Xfinity to showcase how the next generation of “Bel-Air” meets the next generation of internet via the Xfinity 10G Network.
- Peacock’s new user experience – Watch With – allows fans to tune-in and interact with the talent of their favorite movies and shows. On Friday, February 24, “Bel-Air” stars, Jabari Banks and Olly Sholotan will join the show’s first-ever Watch With Sponsored by State Farm.
- Plus, all brand partners signed on for “Bel-Air” season two are taking advantage of Peacock’s set of successful commercial innovations such as the Binge, Engagement, Pause, and Solo Ads bringing moments of surprise and delight to fans tuning-in whenever and wherever they choose. For example:
- Jazz’s distinct voice will be featured in a Solo Ad highlighting the battery-electric Lexus RZ 450e that will give more time back to viewers.
- If a fan needs to take a pause before getting back into all the action, they’ll be greeted with a graphic featuring Jazz and Jake from State Farm in “Bel-Air’s” local record store within the show thanks to everyone’s good neighbor, State Farm.
- In an Engagement Ad, Xfinity gives audiences the opportunity to interact with the content by putting their “Bel-Air” knowledge to the test with a game of trivia.
- And through NBCU’s ongoing research, Peacock’s robust slate of commercial innovations have proven to lead the CTV landscape in brand metrics with +30% lift in unaided brand awareness, +17% in brand favorability, and +23% in purchase intent.*
- The hit series has seen massive engagement as one of the most watched Peacock original series on the platform. Plus, brands who partnered with the show experienced a halo-effect driving more impact for their businesses. Through a study with NBCU’s Measurement & Impact team, a “Bel-Air” season one partner saw:
- Double-digit lifts in brand KPIs throughout the purchase funnel;
- Viewers felt that the brand integrations were a natural fit for the program’s content and led them to be more interested in the brand itself;
- Significant behavioral lifts amongst in-market viewers for their product.
“We’re thrilled to join Peacock for another season of one of its most-watched series. This sponsorship has allowed us to find new ways to seamlessly integrate our products and brand vision while connecting authentically with the audience. Our Lexus vehicles have been an integral part of Will, Carlton, and the family’s story, and we can’t wait to see where they take them this season.”
-Vinay Shahani, Vice President, Lexus Marketing
“We’re so excited to partner with Bel-Air for their second season. With Hillary’s meta storyline, we’ve found that both Coco Jones and her onscreen persona match the energy of the Simply Spiked brand in ways that complement each other. We can’t wait for fans to see what Simply Spiked and Hillary have up their sleeves this season.”
-Joy Ghosh, Vice President of Marketing, Above Premium & FMBs at Molson Coors
“Peacock has the power to inspire audiences, shape culture, reimagine advertising, and so much more through NBCU’s expertise in both content and technology as we work hand-in-hand with our partners. We’ve been able to collaborate and seamlessly add immense value for our audiences and marketers across the platform since launch. And during this new season of ‘Bel-Air,’ we’ve pushed the boundaries even further by infusing this iconic IP authentically with brand partner messages delivering an elevated viewing experience to fans.”
-Peter Blacker, EVP, Streaming & Data Products and Head of Diversity, Equity, and Inclusion, Advertising & Partnerships, NBCUniversal
- For more information on Peacock Original “Bel-Air,” please visit: https://www.peacocktv.com/stream-tv/bel-air.
- The series is produced by Universal Television, a division of Universal Studio Group, and Westbrook Studios.
