You can’t spell “Easy” without Xumo. That’s the takeaway from Xumo’s new ad campaign, which spotlights the importance of simplifying life’s many challenging decisions—including what to watch in a cluttered streaming space.

It’s a problem that Stephanie Cassi, svp of sales and marketing at Xumo, has experienced firsthand.

“It’s always a fight over what to watch and who is going to pick,” Cassi admits to ADWEEK. “That felt very real to us.”

It’s only appropriate that the campaign’s message can be summed up in six simple words: “Life is Hard.