DIRECTV and George Kittle Give Fans a Taste of the ‘Footbald’ Lifestyle

There’s nothing quite like the breezy feeling that comes from enjoying satellite-free football at home and to celebrate, DIRECTV recruited beloved football player, George Kittle, to give fans a taste of the ‘Footbald’ lifestyle.  

In an all-new campaign launching August 27,  Kittle was invited to celebrate how DIRECTV lets us stream football with “Nothing On Your Roof” by taking a little off the top - that is, parting ways with some of his trademark locks to get nothing on his roof. Don’t worry, it’s a metaphor.

“Nothing On Your Roof” is grounded in fandom. When it comes to being a football fan, the biggest fans out there don’t only care about the game. They also obsess over all the juicy details that surround it: even the players’ hairdos.

Football lovers also love Kittle, who happens to have famously long hair and a list of on-field accomplishments to match, so he was a natural pick to demonstrate what it’s like to go all-in with DIRECTV.

The campaign shocks fans by giving their beloved player a new show-stopping look that kicks off a hilarious visual association with the phrase “no satellite needed.”

“Nothing On Your Roof” is the latest evolution of the “Sack The Sunday Scaries” campaign featuring Travis Kelce and Chris Jones and “Bird Ballparks” which featured MLB legend, Randy Johnson. In each, DIRECTV partnered with beloved athletes, to surprise and delight fans with videos and limited edition collectors’ items.

The misconception that DIRECTV only offers satellite technology has been deterring young (and old) football streamers out there from considering DIRECTV as their go to place to watch. This past year, DIRECTV has been on a mission to educate fans that you don’t need a satellite to catch your games. 

Consumer behaviour trends over the past few years, have shown that the majority of football fans have been switching over to streaming their games. By 2023, streaming subscription services have been become the #1 way people watch football (Statista). 

Answering this demand, each campaign evolution busts the “DIRECTV = satellite” myth but continues to reinforce the brand’s leadership in both pro & college football by partnering with beloved athletes, to surprise and delight fans with videos and memorable, limited edition collectors’ items.

Created in collaboration with creative agency TBWA\Chiat\Day LA, “Nothing On Your Roof” is a social-first campaign that kicks off with paid & organic social content designed to engage directly with football fans by giving them opportunities to celebrate George Kittle’s new do. 

Fans have the opportunity to sign up for a chance to win a custom ‘Footbald’ helmet with Kittle’s signature designed to match his latest empty-roof haircut. Sweepstakes entries will be open until October 1st.

Additionally, fans can try out Kittle’s signature look with a custom Snap filter that allows fans to get an AR empty-roof haircut and share it with their friends.

“Nothing On Your Roof” evolves communications of the brand’s messaging that you can “stream pro & college football without a satellite dish on DIRECTV” with direct appeal to core football fandoms. 

For more information, please visit here.