DirecTV goes after cable in ripping new ad campaign from Grey New York.
January 6, 2012
Okay, so the first new TV campaign I’ve seen in real time belongs to DirecTV, courtesy of Grey New York. Despite questions about its purposefully silly central argument, I like it. Sarcastic and nonsensical, it reminds me of creative work from the dotcom explosion of the late 90’s. The campaign makes an open-ended argument to “get rid of cable and upgrade to Directv.” No actual proof points are given for the service just the wonderfully mondo-consequences if you don’t. My favorite: being stuck with a “grandson wearing a dog collar.” (Watch the commercial.)
The creative strategy relies on the notion that one’s cable is prone “to go on the fritz.” While that’s true, I find it hard to believe DirecTV doesn’t have its fail moments either. Regardless, the commercials have an eminently watchful quality about them. And that’s half the battle, if not more.
And they’re genuinely funny. I like the writing. I like the obvious fun everyone is having: the actors, the director and obviously the agency.
I miss that.
So many commercials paint the non-product user as a loser. Consider the poor bastard who orders a generic light beer (whatever that is). His buddies make fun of him. The pretty girls sneer. Cruel without being funny, these spots make me feel incrementally worse for seeing them.
Not so here. DirecTV’s spots are comically mean but in no way mean spirited. The lead character suffers mightily for his bad cable but somehow he does not come off as a buffoon or unmanly or out of touch with reality. No easy feat.
I’ve praised this client’s creative before. Albeit from another agency, Deutsch delivered some pretty fantastic work for DirecTV NFL Sunday Ticket.
Credits (courtesy of Media Bistro):
Spot Title: Stray Animals, Roadside Ditch, Dog Collar
Agency: Grey NY
President/CCO: Tor Myhren
Executive Creative Director: Dan Kelleher
Associate Creative Director: Doug Fallon
Associate Creative Director: Steven Fogel
Agency Executive Producer: Andrew Chinich
Agency Associate Producer: Lindsay Myers
Production Company (location): MJZ LA
Director: Tom Kuntz