After emphasizing itself as an all-in-one platform for streaming apps and premium linear channels, DirecTV is shifting course in its latest ad campaign by focusing on its flexible, genre-based streaming channel packages.
The new ad spots, called “DirecTV Like You’ve Never Seen It,” features comedians and actors Kumail Nanjiani and Rob McElhenney (billed as “Rob Mac”), who both underwent public, high-profile transformations that made impressions on their personal and professional lives.
The spots mirror those glow-ups with DirecTV’s own makeover, aiming to spotlight the company’s expanded streaming offerings, flexible genre-based packages, improved user experience and simplified access to both live and on-demand TV content.
Directed by Oscar-winner Taika Waititi, the campaign includes spots like “Got Hot,” which underscores DirecTV’s transition away from satellite dependency and toward customizable, internet-based packages. “Major Range” promotes new Genre Packs such as MySports, MyEntertainment, MyNews, MiEspañol and MyKids, which are smaller packages of linear cable TV channels that command a lower price point relative to DirecTV’s “Signature” packages and the traditional cable TV package. Another ad, “Game Day Fit,” targets sports fans with features like Sports Mode and DirecTV Sports Central.
“We’re bringing our own glow-up front and center,” said Kelly Jo Sands, the Senior Vice President of Digital Marketing at DirecTV< who emphasized the brand’s push to offer a more-attractive, flexible entertainment and sports experience.
The campaign is rolling out across television, digital platforms, social media, and influencer networks, with additional support from media partners like Front Office Sports and Food52.
Watch the three new TV spots below:
