On Friday, I reacted to a new spot for DirectTV. That one was from Grey. Its message was "sign up for DirectTV. why? because we'll give you 5 months FREE."
Hardly insight-driven.
Today, a couple new DirectTV spots from Deutsch - these focus specifically on Sunday Ticket. They are chock full of insight and funny.
One could argue Deutsch had the easier assignment of the two, since it was focused on selling the football package, which is just a rich, meaty ball of wax, out of which brilliant things can be sculpted, laughs come easy and all is right with the world.
That would be a cynical assessment.
I say Deutsch just got it right because they put on their consumer hats.
(by the way, does one sign up for DirectTV so they can have access to the Sunday Ticket package? Or, does one decide whether to order the Sunday Ticket package once he or she has already signed up for DirectTV? I think that's debatable - and thus, this Sunday Ticket stuff might have the power to sell DirectTV, once they get out of the business of giving it away for free, that is.)
Anyhow, the easy solve for Sunday Ticket would have been some crazy, impressive montage of great football plays. Game winning touch downs, comebacks, memorable rookie action, hail marys and so on. But that would have been a miss. Kudos to Deutsch for avoiding that path.
For me, what they decided to do instead works better - it leverages this insight about being away from your team's turf, where the local networks don't carry the games, but having the comfort of watching from home nevertheless.
Plus the insights from each of the fan cities are funny and accurate, even if a bit cliche.
ON STRATEGY.
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