DirecTV Asks Consumers to ‘Rethink TV’

NEW YORK Omnicom Group’s BBDO has launched a new campaign for DirectTV that steps away from the installer character who visits consumers’ homes and concentrates more on the difference between the client and its competitors, the company said.

In a pre-game Super Bowl spot that broke on Sunday, a man is shown from childhood to old age against the backdrop of different eras of his television watching. The age transition is illustrated as he opens various doors and enters different rooms while classic TV shows from the corresponding era are seen and heard in the background.

“Rethink TV” is a new tagline. The New York agency had been running promotional, tagless advertising since winning the estimated $90 million account in February 2004 without a review from Interpublic Group’s Deutsch/LA. The latter’s campaign was tagged, “Make the choice for better TV.”

In a statement, evp of marketing for DirecTV Neal Tiles said, “Today, television is changing the way people see, connect and interact, and through this new campaign our goal is to educate and remind consumers on how DirecTV will continue to lead the way as the innovative TV provider. For the past decade, DirecTV has committed itself to providing the best entertainment, quality, technology and customer satisfaction, and this new campaign reminds consumers that they do have a viable choice when it comes to television service providers.”

Additional spots will break later in the quarter and are scheduled to run through June, the client said.