On 26 August a new campaign called ‘Get Your TV Together’ features tennis super star Serena Williams in a mash up with iconic action films to bring to life DIRECTV’s ‘best of both worlds’ unique selling point – live and on-demand entertainment.
Timed to leverage spiking tennis interest around the 2021 US Open and champion DIRECTV’s expanded offering which now includes all of AT&T’s previously held US video assets, the campaign runs across social platforms, national and connected TV with social, digital, OTT, OOH, radio, an interactive game, and a comic book component and acts as a call to consumers to un-complicate their entertainment lives.
Created by agency TBWA\Chiat\Day LA and helmed by Director Traktor and Stink, the campaign is themed around today’s fragmented consumer experience where people are faced with either having to sacrifice either their live viewing experience or spend time browsing on-demand without enjoying their content.
Led by a hero commercial titled ‘Get Your TV Together: Wonder Featuring Serena Williams’, each creative element aims to connect with fans in a new way to pay off the best of live and on-demand and encourages viewers to find out more online at https://direc.tv/DIRECTV
“We’re excited to introduce DIRECTV STREAM, bringing together the best of Live TV and On-Demand content like never seen before,” commented DIRECTV chief marketing officer Vince Torres. “The TV campaign is a call to consumers to un-complicate their entertainment lives, and many of the other campaign elements are designed to connect with fans in a new and fun way to showcase the best of Live and On-Demand.”
“I’m always juggling my priorities as a mom, athlete and designer so I am a big fan of products like DIRECTV STREAM that help make my life more simple,” added Serena Williams in the campaign PR. “I had so much fun playing Wonder Woman for this exciting campaign that showcases the uncomplicated and simplified TV experience of DIRECTV STREAM.”
The campaign was briefed by and created for DIRECTV’s marketing division which is led by Chief Marketing Officer Vince Torres, VP Of Advertising And Go-To-Market Kendall Thaker, AVP Of Marketing Management Mandy Martin, Director Of Product Marketing Management Sheri Holmes, Director Of Social Media Nick Bianchi and Lead Product Marketing Managers Jenn Wang, Jessica Elizardo and Tracy Threlkeld.
It was conceived and created by a team at agency TBWA\CHIAT\DAY Los Angeles which included President Erin Riley, Chief Creative Officer Renato Fernandez, Creative Directors Ariel Abramovici and Bruno Acanfora, Associate Creative Directors Mark Winters and Ryan Buckley, Art Director Will Holmes, Copywriter Tyler Archibald, Junior Art Director Andrew Bae, Junior Copywriter Yashashree Samant, Head Of Design Bruno Regalo, Senior Designer Jake Skirving, Junior Designer Andrew Zanarino, Director Of Content Production Guia Lacomin, Senior Producer Jack Cutler and Associate Producer Brandon Loftin.
Further agency input was by Critical Mass, while production was handled by Stink, edit by Arcade, VFX by Jamm, Mix by Lime and music by Search Party.
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