TV Loving Squirrel Befriends DIRECTV Pigeons in Satellite-Free Campaign

DIRECTV, the sports and entertainment pioneer known for pushing boundaries in sports and streaming, is kicking things up a notch with a fresh, fun, and downright hilarious campaign from TBWA\Chiat\Day LA that continues to reinforce its satellite-free messaging, albeit with a new twist. 

Popular actress, comedian, and writer Kristen Schall joins the ranks of DIRECTV’s iconic 'perturbed pigeons' Frank (Henry Winkler) and Bobby (Steve Buscemi) from previous iterations of the campaign to educate her pigeon friends on the ease and convenience of streaming DIRECTV satellite-free. 

Kristen’s character is Tammy the Squirrel – an energetic, chatty, and unpredictable force of nature who is sceptical that a fully integrated TV viewing experience exists anywhere. This new campaign highlights DIRECTV’s powerful integration capabilities through the wirelessly connected Gemini device that consumers can set up and stream national and local sports and news satellite-free within minutes. Gemini also eliminates the need for users to switch between TV inputs to access direct-to-consumer apps, including Amazon Prime, Max, and Netflix, and 4K content where available. DIRECTV customers also benefit from YourTV, a dynamically personalised menu carousel that recommends and prioritises content based on a consumer’s viewing habits that can stream shows, movies, live sports, news, and apps within the satellite-free interface. 

The new hero film, a :30 spot named 'Squirrel,' features two cranky pigeons on a fence peering through a picture window while a customer quickly locates their favourite content in the DIRECTV interface. The commercial highlights DIRECTV’s user interface and content integration capabilities across a wide breadth of content, whether the customer prefers linear television content, SVODs, or a combination of both. 

“Frank and Bobby’s first two acts educated consumers on the ease of streaming DIRECTV satellite-free, and thanks to their new furry friend Tammy, the latest campaign showcases DIRECTV’s product experience and integration capabilities,” said Kelly Jo Sands, senior vice president at DIRECTV. “Combining the satellite-free message with a healthy dose of integration allows us to elevate DIRECTV as the most integrated, simple, and effective entertainment ecosystem for consumers.” 

DIRECTV’s multi-platform, 360-degree national advertising campaign will give consumers several touchpoints in linear, digital, social, radio, and retail. Digital placements will also showcase DIRECTV’s industry-first approach to genre-based packaging giving consumers a more tailored line up of channels at lower price points, like what DIRECTV recently announced with MySports.

The campaign will come to life with digital out-of-home in bespoke high-impact placements, further emphasising DIRECTV’s sports superiority.