DIRECTV is taking its quirky and memorable “perturbed pigeons” campaign to new heights with a fresh twist—introducing a fast-talking, skeptical squirrel into the mix. Actress and comedian Kristen Schaal joins the beloved duo of Henry Winkler and Steve Buscemi in the latest installment of the brand’s national advertising campaign, created by TBWA\Chiat\Day reinforcing DIRECTV’s satellite-free streaming capabilities with a dose of humor.
Schaal takes on the role of Tammy the Squirrel, a high-energy, chatty, and highly skeptical new neighbor to the pigeons, Frank (Winkler) and Bobby (Buscemi). In the new 30-second spot, Squirrel, the pigeons sit perched on a fence, peering through a window as a DIRECTV customer effortlessly navigates their entertainment options.
Tammy, ever the doubter, questions whether such a streamlined viewing experience could actually exist. Through her antics, the campaign humorously showcases the power of DIRECTV’s user interface, including its personalized YourTV menu, which recommends content based on viewing habits. Watch below:
“Frank and Bobby’s first two acts educated consumers on the ease of streaming DIRECTV satellite-free, and thanks to their new furry friend Tammy, the latest campaign showcases DIRECTV’s product experience and integration capabilities,” said Kelly Jo Sands, senior vice president at DIRECTV. “Combining the satellite-free message with a healthy dose of integration allows us to elevate DIRECTV as the most integrated, simple, and effective entertainment ecosystem for consumers.”
The campaign, which will run across linear, digital, social, radio, and retail platforms, also promotes DIRECTV’s genre-based packaging, giving consumers more flexibility in choosing their ideal channel lineups at lower price points. Additionally, DIRECTV will showcase its sports dominance through digital out-of-home placements emphasizing MLS and MLB coverage, reminding viewers that it offers the most MLB games of any TV provider.
With Schaal’s signature wit and the return of the ever-grumpy pigeons, DIRECTV’s latest campaign not only reinforces its satellite-free convenience but also makes a strong case for its seamless, integrated viewing experience.
CREDITS:
BRAND: DIRECTV
Senior Vice President: Kelly Jo Sands
AGENCY: TBWA\Chiat\Day
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