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Heading into its fourth-quarter push this week, Direc TV is firing salvos aimed at bringing cable customers into the satellite fold.
“We consider cable to be our true competition, and [we] are becoming more competitive,” said svp of marketing Susan Collins, who noted that the new ads are also “friendly in tone.”
Eric Hirshberg, executive creative director and managing partner at Deutsch/LA, Marina del Rey, Calif., which created the work, said it is the most “overtly competitive message” the client has used thus far.
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