• by Fern Siegel , 7 hours ago

For Upfront Week, DIRECTV is promoting a campaign running on DOOH in Times Square, digital video, targeted experiential brand activations across Upfront events, trade pubs and social networks.

DirecTV Advertising worked with creative agency TBWA\Chiat\Day LA. Starcom US handled media. 

“When we looked at Upfronts week, it started to feel like a perfect, if slightly unintentional, demonstration of what DIRECTV does every day: bringing the entire TV world together in one place,” said Mark Peters, TBWA\Chiat\Day LA group creative director. “We just had fun with pointing that out.”

The 30-second spot kicked off May 10, airing on live TV programming on airline seat backs, via DIRECTV Remote. The tagline: “Enjoy the Week-Long Metaphor for DIRECTV.”

All work extends the brand platform “DIRECTV Like You’ve Never Seen It.”

Post-Upfront, DIRECTV Advertising plans additional marketing and ongoing client engagement.

“The media ecosystem has never been more fragmented, and that creates a real opportunity for platforms that can unify it,” Shelby Saville, CEO Starcom US, told Agency Daily. “As audiences continue to splinter, brands are under growing pressure to show up with consistency, relevance and scale. DIRECTV offers something powerful: a unified platform that connects live TV, streaming and out-of-home, creating a seamless experience for viewers and brands, one that meets people exactly where they are, just like this campaign.”