• by Joe Mandese , 3 hours ago

Using the tagline "A Week-Long Metaphor For DirecTV," the satellite TV programmer's advertising unit -- DirecTV Advertising -- will surround "upfront week" attendees this week with ads on key digital out-of-home screens, as well as LED trucks, as well as on airplane seat-back screens via its inflight entertainment network. 

"For one week, every major programmer and streamer comes together in one place," said Amy Leifer, Chief Advertising Officer at DirecTV Advertising. "The Upfronts have always been about showcasing the best of TV, and when we stepped back and looked at the week as a whole, we realized that's exactly what we do at DirecTV every day.

"We've found a unique way to show brands and media buyers that this week isn't just an industry event. It's our value proposition come to life," DirecTV Leifer says of the campaign created by TBWA\Chiat\Day with media placed by Starcom.

In addition to conventional digital video, trade and social media ad buys, the effort will utilize street teams and "brand ambassadors" with "branded carts" and custom-wrapped SUVs strategically placed at or around key upfront event locations to dole out free DirecTV swag and offer rides around the Big Apple locations.

The inflight campaign began Sunday night to target inbound attendees and will resume on return flights departing at week's end.