a new pigeon has joined the ranks: renowned football coach and Hall of Famer Deion "Coach Prime" Sanders
For the latest installment of “For The Birds,” crafted by BWA\Chiat\Day L.A. for DIRECTV, a new pigeon has joined the ranks: renowned football coach and Hall of Famer Deion “Coach Prime” Sanders. He joins the iconic voices of Henry Winkler (Frank) and Steve Buscemi (Bobby) in a fresh national campaign that highlights DIRECTV’s dominance in sports and content aggregation.
The lead :30 television commercial, which features Sanders as a pigeon named “Coach Prime,” with his new friends Bobby and Frank, gives a birds’ eye view to the plethora of benefits of streaming DIRECTV using a Gemini device.
The spot shows a couple in an apartment utilizing DIRECTV’s recently upgraded Your TV streaming interface, demonstrating how easy it is to find and access a wide variety of football content on a DIRECTV Gemini without a satellite dish.
“America fell in love with Bobby and Frank when we made them the stars of our nationwide campaign earlier this year to educate consumers that DIRECTV is available satellite-free,” said Vince Torres, chief marketing officer at DIRECTV. “With Coach Prime, we’ve added a new confident and very astute bird to the flock who expresses his excitement over how DIRECTV delivers an unparalleled watching experience to sports fans.”
In addition to the spot featuring Coach Prime, a :30 spot named, “Game Plan” leans into the vast array of easily accessible college football games available on DIRECTV. “Game Plan” makes light of the common pain point that non-DIRECTV customers experience when they cannot find the game they want to watch, which DIRECTV alleviates.
DIRECTV’s multi-platform, 360-degree national advertising campaign will provide consumers several touch points in digital, social, and experiential. “Coach” and “Game Plan” will be utilized in national linear TV buys, including college and professional football games.
The campaign will come to life with digital out-of-home radio spots in bespoke high-impact placements across the United States while exciting experiential elements will be announced in the coming weeks.
