| Synopsis | DIRECTV is partnering with football icon and tight end, Travis Kelce, to show fans they can get their football without compromise in an all-new campaign, “Overly Direct Sportsperson,” launching Monday, August 7. The campaign is an extension of DIRECTV's brand strategy platform, “TV Without Compromise.” A second rendition following DIRECTV’s “Overly Direct Spokesperson” with Emmy and Golden Globe winner Brian Cox, “Overly Direct Sportsperson” explores the expansion of the campaign universe with an athlete. Other notable talent featured throughout the campaign include Kelce’s teammate, defensive tackle Chris Jones and social content from creator Reece Feldman (aka: @GuywithaMovieCamera). Launching at the start of football season, the campaign features a prominent football player in the league to represent the brand in relatable football fan situations: “Overly Direct Sportsperson” is a campaign all about not compromising. The series of spots give the audience an insight into the trials and tribulations of those who HAVE compromised, and reveal to them how it can be better, with DIRECTV. Now with a focus on football fans and sports fans at large, the spots shed light on all the ways fans suffer through bad TV experiences - for instance being unable to find the game or dealing with irritating Cable providers – and in so doing, illustrates to the audience why DIRECTV is the right choice. With his effortless charisma and genuine acting ability, mixed in with his undeniable Football credentials and world-famous reputation, Kelce was an obvious choice for the brand. The insight behind the campaign is that consumers are making many compromises when it comes to their TV experience, but there are no bigger compromises made in TV than with football fans today. The fragmentation of football viewership is at an all time high - with confusion and stress on where to find games every day of the week. So as a brand uniquely positioned as the ultimate aggregator, this was a heated insight to tap into. The work showcases DIRECTV’s superior customer service experience along with its latest functions and features - especially its new Sports Central experience. With Sports Central, fans will enjoy aggregated NFL games, whether they’re on live TV or a streaming app, as well as personalized content- the ultimate football experience just in time for the start of the season. As well as showcasing these superior product benefits, the campaign is fun and memorable, lives up to our previous work and sets the groundwork for future campaigns. The 360 campaign, created in collaboration with creative agency TBWA\Chiat\Day LA, was directed by Jake Syzmanski, most recently known for his success directing the hit TV show, “Jury Duty.” It also includes 4x :15s, 5x :30s and a longform for TV & OLV, 4 x Radio spots, and BTS content with Reece Feldman @guywithamoviecamera for social media, and additional content slated to run throughout the duration of the campaign on digital and social, including two additional campaign extensions set to launch in September 2023. |