The Advertising Wars: DirecTV and ViacomGentlemen, start your propaganda machines
- 1 of 9
DirecTV Brings a Spoon to a Knife Fight
So DirecTV posted a video on its website featuring an earnest Mike White explaining reasonably to customers that Viacom was asking for too much and that it would be to the consumer's direct financial benefit to see DirecTV get a better deal in the negotiations between the two companies. This last assertion has the added benefit of being the unvarnished truth, despite the fact that White expresses it in a self-serving way (does DirecTV really have to raise your monthly bill? Couldn't a company that made $27.2 billion last year alone absorb some of the cost itself?). He makes the company's case clearly and cogently and with a minimum of snark.
That's the first mistake.
DirecTV's second mistake is not posting the thing on YouTube or Vimeo, where it could be viewed and reposted by anybody who wanted to watch it. Instead, Viacom pulled the video off the DirecTV site, added a bitchy overlay in the style of its own VH1's Pop-Up Video rebutting White's argument point by point, and posted it on YouTube. So the first exposure most people will have to a potentially convincing argument is Viacom blowing a big raspberry in its face.
- Shirts on, Boys. Abercrombie Says It's Done With Sexualized Marketing
- YouTube Star Hannah Witton Gives Candid Advice About Sex in Durex Campaign
- Adweek's Top 5 Commercials of the Week: April 17-24
- Here's the Most Fascinating Slide From BuzzFeed's 2008 Pitch to Investors
- Hallmark's Mother's Day Ads Are Shockingly Edgy. Just Kidding, They're Really, Really Sappy