Pigskin By The Pound

DirecTV Selling Variety in Its NFL Package
LOS ANGELES–Satellite TV provider DirecTV taps the star power of National Football League greats John Elway, Brett Favre, Troy Aikman and Jerry Rice in a new TV spot for its NFL Sunday Ticket subscription package. The ad, part of a $10-15 million TV and print campaign from Campbell-Ewald Advertising’s Los Angeles office, paints the service as the premier choice for football aficionados.
Compared to the ads in last year’s more conventional campaign, which employed mostly NFL footage, this new spot uses comedy to highlight the service’s wide variety of NFL offerings. Shot in an Arlington, Texas, supermarket and cut in 30- and 60-second executions, it shows a couple standing at a meat counter, mulling their choice of football superstars. Eventually, they decide upon a bit of Favre, some Aikman and so forth, and then push the players in a cart to the checkout counter. The shopping scene alludes to the convenience of the Sunday Ticket: 13 different games a week for a $159 subscription.
“By using the supermarket, we illustrated that [the consumer] can watch what they want, how much they want, and when they want [with DirecTV],” said Ian McGregor, Campbell-Ewald executive vice president, managing director. “The consumer isn’t limited to what games the networks are showing.”
The spot will air during network prime time, syndicated and cable programming, including preseason and regular season games on CBS, Fox and ESPN through September. Print ads in magazines and large metropolitan newspapers will support the TV effort.
Campbell-Ewald’s executive vice president, creative director Lance Mald served as creative director on the campaign. Betty Meadows was the agency producer, and Stiefel & Co., Hollywood, Calif., was the production company.
DirecTV is expected to add a new subscriber incentive to the campaign, such as offering the Sunday Ticket at half price with a subscription to the rest of DirecTV. The El Segundo, Calif., client, the nation’s leading digital satellite TV provider with more than 3.8 million subscribers, has vowed to spend around $150 million in marketing, advertising and promotion this year.
Campbell-Ewald has handled the DirecTV business since 1994.