• by Aaron Baar , August 14, 2017

Having previously featured an aimless, retired Peyton Manning bothering his still-playing brother Eli for it’s “NFL Sunday Ticket” package, AT&T is going with some newer NFL talent and “It’s Always Sunny in Philadelphia” star Charlie Day to tout the exclusive sports programming. 

As with previous efforts, the new campaign uses humor and a love of football to connect with the target audience, according to an AT&T representative. This year’s campaign also demonstrates the package’s ability to allow dance to experience football “on their terms, when and where they want it.”

Echoing AT&T’s mainline commercials featuring Mark Wahlberg, the new Sunday Ticket spots (from agency BBDO) position Day as the voice of the fan, proclaiming they want to be able to see any game in any market, not just the local team. Day, however, illustrates his opinions literally, bringing a fighter jet to an LA parking lot (to watch the NY Jets) or a falcon on a New York subway. 

“Charlie is a well-known comedian and actor recognized by audiences for his sense of humor and fun-loving personality,” the representative tells Marketing Daily. “He’s naturally likable — someone you’d want to hang out with to watch a football game.”

Another commercial features Day illustrating the differences between “some” and “all” to demonstrate the differences between DirecTV’s Sunday Ticket and other cable packages. The spot concludes with Day saying they want “all the [Dallas Cowboys’ quarterback] Dak Prescott” rather than the some he’s presented with, which is simply Prescott’s head on top of a leg. Upcoming spots in the campaign will feature Pittsburgh Steelers wide receiver Antonio Brown and Atlanta Falcons’ linebacker Vic Beasley. 

“Dak, Antonio and Vic are all game-changers,” said Brad Bentley, executive vice president of  marketing for AT&T Entertainment Group, in a release announcing their appearances. “They are beloved players. We’re excited to have them be part of the NFL Sunday ticket campaign.”