DIRECTV’s latest campaign extension, “Bird Ballparks,” is an imaginative collaboration with legendary pitcher Randy Johnson and offers a fun and unexpected twist on the brand’s ongoing “For The Birds” campaign, showcasing their commitment to innovation and sports entertainment.
Set to launch today “Bird Ballparks” takes inspiration from a memorable moment in baseball history: Randy Johnson’s infamous pitch collision with a bird. Building on this iconic incident, DIRECTV and Johnson team up to create stadium sanctuaries for birds, perched atop real satellite dishes. It’s a whimsical concept that seamlessly ties into the brand’s narrative of providing the ultimate home for baseball fans, both human and avian.
The campaign, developed in partnership with creative agency TBWA\Chiat\Day LA, goes beyond traditional advertising formats. Alongside a hero spot and digital shorts, “Bird Ballparks” introduces interactive elements such as a custom website where fans can enter to win a Millet Mullet—a nod to Johnson’s iconic haircut—and physical Bird Ballparks for backyard enjoyment.
These miniature avian arenas come complete with fowl poles, a scoreboard depicting Birds versus People, and a Mini-tron for streaming baseball on DIRECTV. Watch below:
REELated:
“The clip of Randy Johnson throwing the pitch that accidentally collided with the bird is perhaps the most viral moment in baseball history. Fans constantly reference it and joke about it online. It was even the inspiration for one of 2023’s most viral Halloween costumes, when a woman dressed as the feathery, fallen bird and her boyfriend dressed as Randy in a full baseball uniform,” says Ryan Buckley, Creative Director.
Art Director, Laura Dickie added, “Since Randy’s now a professional photographer with an exhibit currently running in Arizona, he was also our on-set photographer. Seeing the Ballpark through Randy’s eyes brought tears to ours. His photography is now featured on the website for all to cry to.”
What truly sets this campaign apart is its attention to detail and authenticity. Johnson’s involvement, both as a collaborator and on-set photographer, adds a personal touch that resonates with fans. His perspective, captured through his lens, enriches the campaign’s storytelling and emotional depth.
Furthermore, “Bird Ballparks” builds on DIRECTV’s track record of innovative campaign extensions, following the success of previous endeavors like “GOATBUSTERS” and “Sack The Sunday Scaries.” By tapping into the nostalgia of baseball fandom and leveraging Johnson’s legacy, DIRECTV reinforces its position as a leader in sports entertainment while delivering a memorable and engaging ad experience.
This campaign soars to new heights, earning it the title of Reel Ad of the Week.
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