DirecTV launched its ‘For the Birds’ ad campaign back in early 2024. Featuring two pigeons (Frank and Bobby), the campaign was initially designed to highlight that it is possible to watch live TV through DirecTV without a satellite.
Over the since year, DirecTV has rolled out new ads and sometimes featuring new characters, including Coach Prime. Voiced by Deion Sanders, Coach Prime, another pigeon, arrived to provide a pep talk to Frank and Bobby, who have both become increasing frustrated with the lack of satellite dishes.
In its latest ad spot, another new character has joined the ranks, and this time it is not a pigeon. Voiced by actress, comedian and writer Kristen Schaal, ‘Tammy the Squirrel’ is a high energy and chatty addition to the lineup.
While previous ads in this campaign have focused on the fact that DirecTV is available without a satellite, the latest one focuses more on the integrated user experience that’s available through DirecTV’s satellite-free services. Even more specifically, how Tammy the Squirrel is skeptical that a fully integrated TV viewing experience is possible at all.
You can check out the full 30-second “Squirrel” TV and social media spot below to see how Tammy the Squirrel first learns about DirecTV’s integrated user experience.
While the spot is designed to highlight the integrated experience, bringing together linear television content and SVODs, this capability is primarily in relation to the use of DirecTV’s own lineup of Gemini devices.
“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.”
With sports season now picking back up again, the new spot is also designed to highlight DirecTV’s sports access. Earlier this year, the company launched its new ‘DirecTV MySports’ package which brings together a number of sports and broadcast channels at a cheaper price than its other main live TV packages.
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