Foxtel Group has partnered with independent creative agency Joy to roll out the launch campaign for its latest entertainment technology, Hubbl.

The campaign features Hamish Blake, dressed as a giant Hubbl, assisting Andy Lee in making his entertainment experience less stressful and more successful. The campaign will run across major networks, with digital, out-of-home and social executions supporting the campaign.

"It just isn’t that easy to be entertained any more – switching in and out of apps, moving from free-to-air to streaming and back again, managing watchlists across multiple platforms and trying to discover and retrieve content. Hubbl simplifies all this by fusing all your apps and free TV into one platform, a seamless, easy experience that re-simplifies the entertainment experience. We wanted a campaign that reflected the nature of the product – focused on the consumer and making life easier," said Hubbl Executive Director Dani Simpson.

JOY won the business in a competitive pitch against three agencies and will continue to work with the Hubbl team on an ongoing basis post-launch. The agency is independently owned and offers integrated services of brand consultancy, creative, social and media planning and buying.

"Hubbl is a piece of tech that belongs in every home, so we opted for a duo most Australians know and love. Hamish and Andy – or in this case, Hubbl and Andy," said JOY Principal, Andrew Wynne.

"Creatively we wanted to showcase the simplicity and ease of Hubbl in a way that would connect with consumers Australia wide. Enter entertainment’s new favourite besties, Hubbl & Andy. Over a series of spots, we watch as Hubbl continues to revolutionise Andy’s entertainment experience, one new feature at a time," said JOY Creative Director, Libby Young.

The launch of Hubbl and its accompanying campaign signifies Foxtel Group's continued efforts to innovate in the entertainment technology space, aiming to provide a more streamlined and user-friendly experience for consumers navigating the often complex world of streaming and live TV.