The TiVo mascot smiles for all

TiVo has launched an ad campaign featuring "TiVo-proof" ads. Contrary to the self-deprecating suggestiveness of the name, the ads promise to be interesting enough that DVR users don't skip past them, reports The New York Times.

Called "My TiVo gets me," the campaign gives its characters a pair of antennae - inspired by the TiVo mascot - to make curious viewers pause before skipping ad breaks. One ad features a baseball fan's antennae getting "excited" when his girlfriend calls.

Created by the Kaplan Thaler Group, the campaign includes movie theater, TV and radio spots, a website touting social features, blog postings, and promotional events in major markets, which include, believe it or not, TiVo mixers.

The $15 million campaign comes as new research finds that DVRs are on the verge of becoming the norm. However, TiVo is seeing stiff competition from cable companies offering its subscribers DVRs.