Its latest campaign introduces 'Marty', a character who is intended to personify the 'local and friendly' image of the chain and give the brand greater definition in the cluttered entertainment market.
The switch is a marked departure from previous campaigns that used taglines such as 'The choice is Ezy', 'Video Ezy movie guarantee', 'Relax' and 'There is more to see at Video Ezy' to establish the chain as a household name.
The latest work carries the tagline 'Ezy does it'.
There are more than 500 Video Ezy stores in total throughout Australia.
Video Ezy claims to be the market leader in its category and cites research claiming it boasts the most outstanding customer service across the country.
Radio, point of sale and consumer touch-points will run alongside the TV commercials.
The revamped image follows a new JV deal struck earlier this year that will enable Video Ezy customers to download videos on demand from the chain via the internet, called EZY+.
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