The Upfronts are a week-long metaphor for DIRECTV in new campaign
DIRECTV Advertising makes a creative case for its converged TV platform with help from TBWA\Chiat\Day LA and Starcom US.
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As the TV and advertising industries descend on New York City for Upfront Week, DIRECTV Advertising is launching a multi-channel campaign that turns the annual gathering into a living metaphor for what its converged TV platform delivers every day.
"For one week, every major programmer and streamer comes together in one place," said Amy Leifer, Chief Advertising Officer at DIRECTV Advertising. "The Upfronts have always been about showcasing the best of TV, and when we stepped back and looked at the week as a whole, we realized that's exactly what we do at DIRECTV every day. We've found a unique way to show brands and media buyers that this week isn't just an industry event. It's our value proposition come to life."
It begins on flights into New York, with spots running on live TV programming on airplane seatbacks through DIRECTV Remote, the company's DOOH network. The :30 spot serves as the creative video centrepiece of the campaign, welcoming viewers to the Upfronts through a playful, animated visual trip that draws out all the parallels between Upfront Week and what DIRECTV does year-round, with the tagline "Enjoy the Week-Long Metaphor for DIRECTV."
Credits
View on- Agency TBWA Chiat Day/Los Angeles
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Credits
View on- Agency TBWA Chiat Day/Los Angeles
- Brand
- Group Creative Director Mark Peters
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Credits
powered by- Agency TBWA Chiat Day/Los Angeles
- Brand
- Group Creative Director Mark Peters
DIRECTV Advertising worked with creative agency TBWA\Chiat\Day LA and media agency Starcom US on the campaign concept and execution. Because executives from both agencies are regulars on the Upfront circuit, they were able to draw on their first-hand experience as the target audience to find creative ways to break through the clutter during one of advertising’s busiest weeks.
“When we looked at Upfronts week, it started to feel like a perfect, if slightly unintentional, demonstration of what DIRECTV does every day: bringing the entire TV world together in one place,” said TBWA\Chiat\Day LA Group Creative Director Mark Peters. "So, we just had fun with pointing that out.”
“The media ecosystem has never been more fragmented, and that creates a real opportunity for platforms that can unify it,” said Shelby Saville, Chief Executive Officer, Starcom US. “As audiences continue to splinter, brands are under growing pressure to show up with consistency, relevance and scale. DIRECTV offers something powerful: a unified platform that connects live TV, streaming and out of home, creating a seamless experience for viewers and brands, one that meets people exactly where they are, just like this campaign.”
