Hisense, Terry Crews, Terry Crews and Terry Crews show everyone how to “Out Host” as the FIFA World Cup 2026 approaches

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

As the FIFA World Cup 2026^TM 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. You can see the film here:

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 campaign 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

A key element of the ambitious creative output will be a 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 hero film was produced by ArtClassUK 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. 

Kicking off on April 23 to catch the growing excitement around the FIFA World Cup 2026, the campaign will roll out across TV (60”, 30”, and cutdowns), social, digital, OOH and retail across the US, Canada and Mexico. The episodic content, extended social content and media innovations will then 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. Additional influencer and experiential elements are set to roll out later in the year, building “Out Hosting” into a sustained, always-on platform.

Harriet Russell-Vick, Global Head of Creative at Agent42, said: “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, said: “This campaign was honestly one of my favourite projects I’ve ever worked on. From day one on set, it just felt different, the energy, the creativity, and the freedom to go big and have fun with it. What I loved most about working with the team at Agent42 is that they made sure the campaign stayed completely authentic to me, while also bringing together real opportunities to create synergy with my other creative projects.

I got to push the idea of hosting, which I absolutely love to do, to a whole new level, and I got to play multiple versions of myself, which is always a blast.

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.”

Source: Agent42

  Agent42, Atoms & Space, Campaign, FIFA World Cup, Hisense, Marketing, partnership, Terry Crews