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Dish Launches New Campaign To One-Up DirecTV

Ad Age, Sunday, June 6, 2010 11:47 PM

Dish Network is launching a major national TV push today to promote a new "Free HD for Life" service as the satellite provider tries to keep building the edge its gained in recent months over rival DirecTV. The campaign -- which is made up of a suite of 15- and 30-second spots for network and cable TV, plus a 60-second spot for cinema -- was created by Victors & Spoils, which Dish has been quietly working with for several months.

The Boulder, Colo.-based shop launched six months ago and has gained a wealth of buzz for touting itself as "the world's first creative ad agency built on crowdsourcing principles," but there's been little work to show until now.

Most of the company's history, creative has been developed completely in-house; Dish's in-house agency of 30 staffers will still produce creative work, but for the biggest campaigns, it will rely on Victors & Spoils.

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ad campaign, television

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