DIRECTV, a leading provider of sports and entertainment known for creative and innovative approaches to its national television advertising campaigns, has recruited a new pigeon to join its flock.
Prominent football coach and Hall of Famer Deion “Coach Prime” Sanders joins pigeons Henry Winkler (Frank) and Steve Buscemi (Bobby) in a new national advertising campaign that focuses on DIRECTV’s sports and content aggregation leadership.
The lead :30 television commercial, which features Sanders as a pigeon named “Coach Prime,” with his new friends Bobby and Frank, gives a birds’ eye view to the plethora of benefits of streaming DIRECTV using a Gemini device.
The spot shows a couple in an apartment utilizing DIRECTV’s recently upgraded Your TV streaming interface, demonstrating how easy it is to find and access a wide variety of football content on a DIRECTV Gemini without a satellite dish.
“America fell in love with Bobby and Frank when we made them the stars of our nationwide campaign earlier this year to educate consumers that DIRECTV is available satellite-free,” said Vince Torres, chief marketing officer at DIRECTV. “With Coach Prime, we’ve added a new confident and very astute bird to the flock who expresses his excitement over how DIRECTV delivers an paralleled watching experience to sports fans.”
In addition to the spot featuring Coach Prime, a :30 spot named, “Game Plan” leans into the vast array of easily accessible college football games available on DIRECTV. “Game Plan” makes light of the common pain point that non-DIRECTV customers experience when they cannot find the game they want to watch, which DIRECTV alleviates.
DIRECTV’s multi-platform, 360-degree national advertising campaign will provide consumers several touch points in digital, social, and experiential. “Coach” and “Game Plan” will be utilized in national linear TV buys, including college and professional football games.
The campaign will come to life with digital out-of-home radio spots in bespoke high-impact placements across the United States while exciting experiential elements will be announced in the coming weeks.
After previously bringing the Gemini device to market, DIRECTV then introduced Gemini Air in mid-2023, and both streaming devices build on the already exceptional picture quality and all-access entertainment experience available from DIRECTV.
The wirelessly connected Gemini devices can be set up in minutes and deliver access to robust national and local sports and news offerings. These super-aggregation tools eliminate the need for users to switch between TV inputs while offering 4K content* across a customers’ favorite third-party apps, including Amazon Prime, Max and Netflix.
DIRECTV continues to seamlessly deliver a superior content aggregation experience. In addition to being a leader in sports, DIRECTV will bring the most up-to-date information and news to customers in this presidential election year, with a focus on providing a wide variety of news sources and real-time access to the latest updates.
The campaign and extension were conceived by DIRECTV in conjunction with TBWA/Chiat/Day/LA.
For more information on how to sign up for DIRECTV, to learn more about enjoying DIRECTV satellite-free, and to check out the entire campaign please visit directv.com.
*4K content may require a subscription
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