DirecTV has launched a new ‘Best of TV‘ advertising campaign to coincide with Upfront Week. More than simply coinciding with the week-long event, the new campaign is designed to showcase how Upfronts is actually a metaphor for DirecTV.
What You Need to Know
- DirecTV’s new ‘Best of TV‘ campaign claims the unity seen during Upfront Week mirrors the unified experience DirecTV provides across live TV, streaming, and out‑of‑home.
- The campaign argues DirecTV offers the ‘best of TV‘ every day, not just during the industry’s annual showcase to advertisers.
- The multi‑channel push includes in‑flight ads, NYC digital signage, LED trucks, and Times Square billboards.
Held every May, Upfront Week is a time when much of the television industry comes together to showcase their lineups to advertisers. For the rest of the year, the industry remains in the fragmented state consumers are all too familiar with.
This is the general argument made by DirecTV, as part of its latest ‘Best of TV‘ advertising campaign.
While using Upfront Week as the launchpad for the campaign, DirecTV argues everything that’s discussed and showcased during Upfronts is actually what DirecTV offers throughout the year – a unified platform connecting live TV, streaming and out of home.
In this sense, DirecTV argues that Upfronts is simply a week-long metaphor for DirecTV.
“The Upfronts have always been about showcasing the best of TV, and when we stepped back and looked at the week as a whole, we realized that’s exactly what we do at DirecTV every day. We’ve found a unique way to show brands and media buyers that this week isn’t just an industry event. It’s our value proposition come to life,” said Amy Leifer, Chief Advertising Officer at DirecTV Advertising.
Those that have flown into New York over the weekend may have already seen this campaign in action, as DirecTV began running a 30-second spot on flights into New York on Sunday.
The spot looks to draw on parallels between Upfronts and DirecTV, further arguing that the annual event is a week-long metaphor for the company.
In addition to flights in and out of New York, the multi-channel out-of-home and digital campaign will include various other touchpoints throughout the city this week, including dynamic digital signage near key venues and transit hubs, LED trucks featuring DirecTV messaging, and digital billboards at Times Square.
The company also says it plans to extend the campaign beyond this week, with ongoing marketing and client engagement throughout this year’s Upfront buying season.
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