DirecTV Film CABLE EFFECTS/ Wig Shop by Grey New York

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Industry TV Channels/Radio Stations and Programmes
Media Film
Market United States
Agency Grey New York
Director Tom Kuntz
Executive Creative Director Dan Kelleher
Producer Jeff Mcdougall
Account Supervisor Kristen Stahl
Editor Mackenzie Culter, Mackenzie Cutler, Ian Mackenzie, Gavin Cutler, Nick Divers, Valerie Sachs
Released June 2012


Cannes Lions 2012
Film Lions Commercial Public Services Gold
Direct Lions Direct Response Broadcast: TV, Radio & Infomercials Silver

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser/Client: DIRECTV
Entrant Company: GREY NEW YORK, USA
DM/Advertising Agency: GREY NEW YORK, USA
President/Chief Creative Officer: Tor Myhren (Grey New York)
Executive Creative Director: Dan Kelleher (Grey New York)
Creative Director/Art Director: Doug Fallon (Grey New York)
Creative Director/Copywriter: Steven Fogel (Grey New York)
Head Of Broadcast Production: Bennett McCarroll (Grey New York)
Executive Producer: Andrew Chinnich (Grey New York)
Agency Producer: Lindsay Myers (Grey New York)
Account Director: Beth Culley (Grey New York)
Account Supervisor: Kristen Stahl (Grey New York)
Account Manager: Adam Clark (Grey New York)
Account Executive: Josh Mandell (Grey New York)
Producer: Jeff McDougall (MJZ)
Director: Tom Kuntz (-)
Director Of Photography: Emmanuel Lubezki (-)
Editor: Gavin Cutler (Mackenzie Cutler)
Editor: Mackenzie Cutler (Mackenzie Cutler)
Editor: Nick Divers (Mackenzie Cutler)
Editor: Valerie Sachs (Mackenzie Cutler)
Sound Design: Sam Shaffer (Mackenzie Culter)
Project Manager: Joanne Peters (Grey New York)
Describe the brief from the client
The objective of the campaign was to draw new subscribers onto DIRECTV’s platform by luring frustrated customers from America’s regional cable companies. The key insight was to illicit common frustrations with cable services, and to treat the host of cable operators as one ubiquitous entity marked by poor service and inconveniences. By presenting DIRECTV as the antithesis to this world of exasperating glitches and poor functionality, the brand would be able to mount a successful attack against its cable rivals without engaging in the cluttered feature and price-based wars that define the majority of advertising in the pay TV category.

Creative Execution

The campaign’s relevance to DIRECTV’s product offerings lies in the smart yet simple way the insight was established and exaggerated. The audience has an instant connection with the problem, and enjoys the path to the solution. The combination of superior art direction and sophisticated, irreverent and modern humour was an effective way to engage DIRECTV’s core target – educated men 35-54 who are dialled-in to popular culture and value good entertainment. Because the spots maintain the same memorable structure, consumers learned to anticipate the creative and irreverent pay-off at the end of each unfortunate chain of events.

Describe the creative solution to the brief/objective.

In order to drive subscriber acquisitions, the creative solution was to highlight common complaints about cable and present them in an exaggerated and memorable manner. This would lead to 2 key takeaways:
(a) I hate when my cable company frustrates my TV-watching experience
(b) DIRECTV does not have those problems.
The audience can relate to the idea of the domino effect, where a small decision or issue can quickly snowball into a massive problem—even to the point where they run into the most exaggerated celebrity personality out there.

Describe the results in as much detail as possible.

The ‘Cable Effects’ delivered a great success for DIRECTV in 2 ways: it gave the brand huge pop-cultural relevance and also lured cable subscribers onto DIRECTV’s platform in droves. The public response was tremendous: Almost 1.5MM views on YouTube, tens of thousands of tweets, and stories published in many major entertainment and media outlets. The business results were even stronger: The ‘Cable Effects’ campaign drove the mass exodus from cable DIRECTV had hoped for: the company experienced a 5% year-over-year lift in new customers coming from cable, and a 12% lift versus the quarter directly before the commercials aired.