Context: NOW’s go-to CTA was ‘Join in’ because we thought sounding direct or transactional was at odds with our goal to sound premium and exclusive. So this line for the kid’s Halloween range was a play on that standard CTA.

Even more context! NOW had a higher-price add-on called Boost which allowed members to watch in HD and on multiple devices. Dexter had just come out. It was a match made in heaven.