DIRECTV is making a splash with its latest campaign titled “For The Birds,” showcasing the innovative DIRECTV Gemini device and featuring two disgruntled pigeon spokebirds voiced by Golden Globe-winning actors and comedians Steve Buscemi (Boardwalk Empire, Fargo, The Big Lebowski) and Henry Winkler (Barry, Scream).
The hero spot, clocking in at 30 seconds, stars pigeon spokebirds Frank and Bobby, who humorously lament the disappearance of their favorite rest stops from DIRECTV households, all while embodying quintessential New Yorker vibes.
The campaign, created by TBWA\Chiat\Day LA, aims to educate consumers that DIRECTV can be enjoyed without a satellite dish, leveraging the iconic voices of Buscemi and Winkler to give its avian characters some streetwise authenticity.
Winkler’s character Frank exudes optimism, albeit with a touch of bumbling charm, while Buscemi’s Bobby serves as the hot-headed, sarcastic counterpart. The choice of pigeons as the campaign’s focal point stems from the insight that these birds, not people, will miss the satellite dishes the most, as they often used them as perches. Watch below:
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Despite offering exceptional TV via the internet through the Gemini device since 2016, DIRECTV found that 75% of people still associate the brand solely with satellite TV. This led to the creation of “For The Birds,” aiming to disrupt common consumer perceptions and showcase DIRECTV’s streaming options alongside its satellite services.
DirecTV, like many other pay-TV providers in the US, has faced significant challenges in the evolving media landscape dominated by streaming networks. In recent years, it has experienced a decline in subscribers, indicative of the shifting preferences among consumers.
According to data from the Leichtman Research Group, DirecTV lost approximately 400,000 customers in the second quarter of 2023, bringing its total subscriber count to 12.4 million. This decline highlights the ongoing struggle faced by traditional pay-TV services as more consumers opt for streaming alternatives.
The decline in subscribers represents a notable shift from DirecTV’s earlier standing. When the venture between AT&T and TPG was formed in 2021, DirecTV boasted a customer base of more than 15 million. However, changing consumer behaviors and the increasing popularity of streaming platforms have contributed to the erosion of its subscriber base.
As the media landscape continues to evolve, DirecTV, along with other pay-TV providers, faces the challenge of adapting to meet the changing needs and preferences of consumers. This shift underscores the importance of innovation and flexibility in an increasingly competitive market driven by digital transformation and changing viewing habits.
The creative and strategy underscore DIRECTV’s commitment to innovation and modernization, introducing charming new characters while challenging outdated perceptions of the brand. With a focus on the “no satellite required” message and a nod to its extensive MLB coverage, DIRECTV is positioning itself as the ultimate destination for total TV aggregation, all without the need for anything on your roof.
The campaign comprises two 30-second TV spots, one 15-second spot for digital and social media, and four 30-second radio spots. Additionally, extensions for the campaign are set to roll out in the coming months.
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