A new set of stars crowds the latest TV commercial from Adler Boschetto Peebles & Partners for satellite TV provider Primestar Partners.
The 30-second spot, which broke last week, is the third one that uses celebrities. The ad depicts show business personalities as Primestar board members brainstorming to create a marketing message. A children's puppet thinks up the tagline: "The best value in satellite TV."
The spot was also designed to show the diversity of Primestar's programming, said Laurence Boschetto, executive vice president, director of creative services at the New York shop.
"We used Daisy Fuentes to represent the several music video networks Primestar carries, as well as Yogi Bear to represent the cartoon channel and children's programming networks," said Boschetto.
Primestar in Bala Cynwyd, Pa., wanted an ad with "entertainment characters" presenting the position that its service "is the best value out there," said Denny Wilkinson, senior vice president, marketing and programming at the client.
The campaign broke in April. George Hamilton, Kristi Yamaguchi and Scooby Doo have already appeared in spots this year. ABP&P is responsible for all media and creative chores.
Primestar is the nation's second-largest provider of digital satellite broadcast services, according to the Satellite Broadcasting and Communications Association, Alexandria, Va. Primestar's main competitor is DirecTV, which has nearly 3 million subscribers; Primestar has 2 million, and spent about $25 million on ads through May of this year, according to Competitive Media Reporting.