Move over Gal Gadot. On August 2nd, DIRECTV became a new company comprising all of AT&T’s previously held US video assets. With a new overall look and feel introduced for DIRECTV, TBWA\Chiat\Day LA has shares the first-ever advertising campaign for DIRECTV Stream, formally AT&T TV.
Launched on social platforms and national TV, the ‘Get Your TV Together’ campaign features tennis champion, and superstar Serena Williams mashed up with iconic films to bring to life the brand’s core features of having the best of both worlds – live and on-demand entertainment.
In the spot, a couple is watching TV and the husband/boyfriend/friend with benefits tells his partner that they can stream live TV such as a sporting event with Williams and an on-demand movie such as Wonder Woman 1984 with Gal Gadot. His clicking back and forth causes Serena to collide with Gal and suddenly the tennis superstar is in the same 1980s mall from WW 1984. Watch below:
“We’re excited to introduce DIRECTV STREAM, bringing together the best of Live TV and On-Demand content like never seen before,” said Vince Torres, chief marketing officer, DIRECTV.
“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,” Torres added.
“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. I had so much fun playing Wonder Woman for this exciting campaign that showcases the uncomplicated and simplified TV experience of DIRECTV STREAM,” Serena said.
The campaign successfully tackles the fragmented consumer experience today where they are left having to sacrifice either their live viewing experience or spend time browsing on-demand without enjoying their content.
Over the rollout of the launch, the campaign will be supported by robust social, digital, OTT, connected TV, OOH, radio, an interactive game, and a comic book component as well as traditional TV spots. Each element is designed to connect with fans in a new way to pay off the best of live and on-demand.