DirecTV Promo, Case study OPULENCE, I HAS IT. by Grey New York

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Industry TV Channels/Radio Stations and Programmes, Сable/Satellite television
Media Promo & PR, Case study
Market United States
Agency Grey New York
Director Tim Godsall
Executive Creative Director Todd Tilforf
Creative Director Luis Romero, Chris Rubino, Ben Scandrick Smith
Copywriter Jon Kallus, Heather English
Producer Jared Yeater, Adam Isidore, Bridget Sheils, Alex Maxwell, David Cardinali, Matthew Flaherty, Andrew Bell
Editor Geoff Hounsell, Jessica Ledoux, Frank Rowe, Ryan Mckenna
Released July 2010

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: DIRECTV
Product/Service: SATELLITE TV
Date of First Appearance: Jul 22 2010
Entrant Company: GREY NEW YORK, USA
Entry URL:
President / Chief Creative Officer: Tor Myhren (Grey New York)
Executive Creative Director: Todd Tilforf (Grey New York)
Creative Director: Luis Romero/Chris Rubino (Grey New York)
Copywriter: Jon Kallus/Heather English (Grey New York)
Digital Executive Creative Director: Perry Fair (Grey New York)
Producer: David Cardinali/Matthew Flaherty (Grey New York)
Senior Designer: Craig Ward (Grey New York)
Account: Maureen Maldari/Beth Culley/Tamar Arslanian/Adam Clark/Dustin Newman (Grey New York)
Digital Strategy / Planning: Lisa Baldini/Pele Cortizo-Burgess (Grey New York)
Director: Tim Godsall (Biscuit Filmworks)
Director of Photography: Darko Suvak (Biscuit Filmworks)
Editor: Geoff Hounsell (Arcade Edit)
Music Production: Joshua Rainbowitz/Don McNally (Grey New York)
Creative Director: Ben Smith (The Mill)
Producer: Adam Isidore/Jared Yeater/Bridget Sheils/Alex Maxwell/Andrew Bell (The Mill)
Creative Technologist: Andrew Bell (The Mill)
User Experience: Chris Mckenzie (The Mill)
Developer: Michal Kopanski/Jak Wilkins (The Mill)
Editor: Ryan Mckenna/Jessica Ledoux/Frank Rowe (The Mill)
Animation: Joshua Merk/Pete Devlin/Navdeep Singh/Thomas Bardwell/Chris Berneir/Joji Tsuruga (The Mill)
Media placement: TV - 1 Spot - FOX - 22 JULY 2010
Media placement: MICROSITE - WEB - 23 MARCH 2011

Insights, Strategy & the Idea
In a category cluttered with price wars and demos, our goal was to separate and elevate DIRECTV from its competitors. We wanted to move the perception of DIRECTV from “just another box in a sea of boxes” to “the ultimate entertainment experience.” The modern TV viewer wants a richer, more visceral viewing experience, but they also want a good deal. They want more, expect more and are looking beyond the TV to get it. For DIRECTV to further differentiate themselves from their competitors, they need to exist beyond the TV while still being premium yet attainable.

Enter a charismatic Russian billionaire everyone could relate to. He “likes the best,” but also likes “savings the money.” The character personified DIRECTV’s seemingly contradictory positioning: an unrivalled premium product at an unbelievable value. Retail meet branding. Price-cutting meet premium. Huge sales meet huge pop culture buzz.

Creative Execution
The campaign began on TV with “Opulence.” An immediate hit with pop culture, it quickly started a wildfire on Facebook, YouTube and Twitter and became a MEME that had everyone from ESPN and the nightly news to the neighbours talking about it and imitating it. We kept the momentum going by having the Oligarch appear on the red carpet at the MTV Video Music Awards. A stunt that actually landed the Oligarch on the billionaire list. We then continued to blur the lines of fantasy and reality by creating a breeder site for the much-loved petite lap giraffe seen in the commercial. featured a 24 hour live giraffe cam, a working 1-800 number (over 2,000 calls per day), and a section where you could get on the waiting list for the next breeding and then share the news with your friends via Facebook and Twitter.

Results and Effectiveness
Within 48 hours of “Opulence” airing, the spot had over 500,000 views on YouTube and DIRECTV had become a hot topic of conversation. After a month, DIRECTV’s Brand Buzz Index score increased 5.6 times. Now the spot has almost 3 million views and counting. Capitalizing on this success, we launched With zero media dollars, it received over 3 million visits from over 185 countries in just over a week. In less than 24 hours CNBC picked up the story and relayed DIRECTV’s very real growth: 4.1 million gross subscribers and a 9% increase in revenue over the previous year.