Groupon has seen better days, but it's still alive. Now the company wants to make sure you know it.
The one-time darling of daily deals launched a multi-million-dollar TV ad campaign yesterday with a spot during NBC's "The Voice." The ads will continue to run nationally on both broadcast channels and cable networks across shows like "Dancing with the Stars," "Good Morning America" and "The Tonight Show Starring Jimmy Fallon."
The goal, according to CEO Rich Williams, is to explain to potential new customers how the company thinks it has changed since its early days and perhaps attract a younger set of customers along the way.
"I think there's a big opportunity for us to move back into the millennial space," Williams said in an interview with Recode. "This group wants to save money, appreciates saving money and cares a lot about experiences more than just having more stuff."
The new ad, seen below, tries to speak to that trend.
The last time Groupon made a splash with TV advertising it ignited controversy with Super Bowl ads that many deemed insensitive. It ultimately pulled them.
This campaign comes seven months after Williams, a longtime Groupon exec, replaced co-founder Eric Lefkofsky as CEO. At the time, Williams told Wall Street analysts he thought Groupon was underspending on marketing and would spend an additional $150 million to $200 million over the next 12 to 18 months to acquire new customers and tell its story.
The company's stock is currently trading at $3.44 a share, valuing the company at $2 billion. It was once worth more than eight times that.
This article originally appeared on Recode.net.