As the FIFA World Cup 2026 sets to turn homes across the North America into front-row seats, another competition is brewing. Terry Crews, his grandma (played by him), his own inner monologue, “CommentTerry” (played by him) and Terry Jr (an actual dog) kick hosting into a whole new league in the premiere of Hisense’s new Out Hosting brand platform by Agent42 New York.
Sophisticated? Nope. A crowd pleaser? Undoubtedly. Out Host is also a very different idea for an electronic goods campaign. Light years away from the shifting the category’s functional, value-led tradition, this is benefit-led messaging wrapped in entertainment and Crews’ popularity.
The campaign, directed by Clay Weiner, begins a long-term partnership between Hisense and Crews spanning episodic content, social-first storytelling, and integrated media. It’s designed as an always-on platform rather than a traditional campaign, with 10 instalments rolling out across the year. And Crews will be not just as talent, but also a creative collaborator of content for his own channels, rather than standard campaign cutdowns.
The campaign signals a broader shift in how the brand shows up in culture ahead of the 2026 World Cup.
Out Host with Hisense is built around Americans’ love of hosting. In fact, according to recent Hisense research, 56% host at least once a month. 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 steps in as the facilitator of “out hosting” ambitions.
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.
The campaign will cover TV (60- & 30-second, plus cutdowns), social, digital, OOH and retail across the US, Canada and Mexico. The episodic content, extended social content and media innovations will continue to drop across the year.
Retail activation will include a Best Buy partnership, featuring in-store activations with product demos, interactive games and photo executions, alongside work led by Robotproof – a part of the Atoms & Space collective.
Harriet Russell-Vick, global head of creative at Agent42, stated, “From day one, we knew this couldn’t just be another campaign; it had to be bigger, louder, and built to live beyond a single moment. Something that shows up in culture again and again. That’s where Out Hosting comes in. This isn’t a one-off, it’s an entertainment platform with strong legs. And at the centre of it all? Terry Crews. What he brings isn’t just star power, it’s sharp creative instinct, effortless humour, and a real, infectious love of hosting that runs through everything. The kind you can’t fake. Working side-by-side with him, we didn’t just make something new, we built something with its own energy. Fresh. Peck flexing. Distinctive. And made to stick around.
Terry Crews added,“What I love most about Out Host is that it’s not just about hosting, it’s about creating unforgettable moments. That’s exactly how I like to live, and that’s the spirit we brought to this campaign. I’m genuinely excited about everything ahead with this partnership.”
Credits
Creative Agency: Agent42 / Atoms & Space
Creative Director: John Cross
Creatives: Betsy Decker, Lyndarn Harrison, Aithche Smyth, Filipe Oto Medeiros
Group Head of Strategy: Paulina Thompson
Agency Production: Other Studio
Executive producer: Vita Seyfarth
Producer: Lauren Blackwell
Production Company: ArtClass Content
Directors: Clay Weiner (TV & Social) Scott Peters (Social)
Production Company Producer: Sam Holmes
Editor: Rebecca Luff @ Work Editorial
Post-production: Electric Theatre Collective London
Grade: Electric Theatre Collective London
Sound: 750MPH
Client: Hisense
Global Head of Creative: Harriet Russell-Vick
Leave A Reply