Terry Crews shows everyone how to "Out Host" with Hisense
The new brand platform created by Agent42 New York repositions Hisense as a culture-ready brand built for elevating every hosting moment and kicks off a creatively ambitious long-term collaborative content partnership with Crews.
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As the FIFA World Cup 2026 sets to turn homes across the North America into front-row seats, Terry Crews, his grandma (played by him), his own inner monologue, “CommentTerry” (played by him) and Terry Jr (an actual dog) kicks hosting into a whole new league in the premiere of Hisense’s new Out Hosting brand platform.
Created by Agent42 in New York, part of the Atoms & Space collective, the platform sees Hisense stepping into a more confident, culturally charged positioning, shifting the narrative from functional, value-led choice to benefit-led messaging. It also drives greater brand awareness and emotional connection by positioning Hisense as the ultimate hosting enabler, bringing joyful hosting experiences and elevated entertaining to life. Where its portfolio of products work seamlessly together to help people go further, think harder and create unforgettable moments through thoughtful details.
The first campaign under newly appointed CMO Sarah Larsen, marks some of its most ambitious creative to date and is the premiere of a long-term, creatively rich brand partnership with Crews. It will span 10 episodic executions across key moments of the year, unique social and content and creative media integrations around upcoming major streaming content launches, and new product introductions.
Credits
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- Production Company Artclass/London
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Credits
View on- Production Company Artclass/London
- Creative Director John Cross
- Creative Betsy Decker
- Creative Lyndarn Harrison
- Creative Aithche Smyth
- Executive Producer Sam Holmes
- DP Mike Berlucchi
- Editor Rebecca Luff
- Post Producer Oscar Wendt
- Colorist Connor Coolbear
- Sound Designer Sam Ashwell
- Music Supervisor Emily Pritchard
- Talent Terry Crews
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Credits
powered by- Production Company Artclass/London
- Creative Director John Cross
- Creative Betsy Decker
- Creative Lyndarn Harrison
- Creative Aithche Smyth
- Executive Producer Sam Holmes
- DP Mike Berlucchi
- Editor Rebecca Luff
- Post Producer Oscar Wendt
- Colorist Connor Coolbear
- Sound Designer Sam Ashwell
- Music Supervisor Emily Pritchard
- Talent Terry Crews
A key element of the ambitiously extensive creative output will be a high-intensity, fully bespoke, unique social and content collaboration, shot for Crew’s owned channels and stylised to his personality and with the star given creative room to add his personal touch and flair. Appearing on his own channels, it will elevate the campaign beyond merely reposting cut-downs of the main films, bringing a whole new level of engagement and entertainment to Crews’ millions of fans and followers throughout the life of the campaign.
Out Host with Hisense is built around a simple truth: Americans love to host. In fact, according to recent Hisense research, 56% host at least once a month, turning everyday occasions into something worth gathering for. But hosts face the paradox between the pleasure of hosting and the pressure of pulling it off, meaning great hosts are always a little competitive. Hisense’s range of products allows them to put in the hard yards and go the extra mile, whatever the occasion or event, with no guest left uncatered for.
The films were produced by ArtClass UK and shot by Clay Weiner, (who also helmed a number of the following spots) and launches the platform in Crews’ inimitable, energetic comedy style. It sees the star in an aspirational yet attainable home where every detail - from crudites with his face carved into them, keeping crisp in the fridge to Terry Junior being kept perfectly cool by his Hisense AC, is amplified by Hisense products. The tone is playful but grounded, showing that Out Hosting isn’t about excess, but about care, generosity and going the extra mile to give guests a great time.
The insight in selecting Crews involved taking the time to understand his authentic nature and personal interests, including his love for cooking and hosting, which aligned perfectly with Hisense’s brand. This authenticity is built into the creative platform and will be seen woven into later episodes of the campaign.
