Hulu has launched a brand new ad campaign to spread the word of its recently-launched live TV service, and it has tapped the actress Anna Kendrick as its first celebrity spokesperson in five years.

The campaign comprises four 30-second television commercials, the first of which debuted during the Today show this morning, Variety reports. Spots will continue to roll out on national broadcast and cable networks through the end of the year, bolstered by digital components. Directed by Robert Stromberg (Maleficent), the campaign is themed ‘For The Audience’ and features the tagline “TV come true.”

Future ads will promote Hulu’s original content, its live sports offerings, and forthcoming personalization features, according to Variety.

“Am I a fan of The Handmaid’s Tale? Hell yes. Have I watched every episode of Law & Order: SVU at least three times? Try four. Does Hulu make it super easy to get all my TV in one place? Yes, and I would know; I’m legit lazy,” Kendrick said in a statement. “Plus, I got to work with director Robert Stromberg, who was awesome, and the team at Hulu, and on this beautiful and cinematic campaign, which was crazy fun and unlike anything I’ve done before.”

Past Hulu celebrity spokespeople include Will Arnett, Alec Baldwin, Dennis Leary, and Seth MacFarlane. Its last national ad campaign, starring Arnett, ran during the 2012 Super Bowl.

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