DirecTV Is Out There

C-E/West Breaks Otherworldly Campaign
LOS ANGELES–A kooky investigative reporter is baffled by a “growing conspiracy” of contented TV viewers in a new image campaign for DirecTV.
The campaign, part of the El Segundo, Calif.-based client’s annual $150 million marketing effort, breaks nationwide today. Three humorous 30-second TV spots from Campbell-Ewald/West, Los Angeles, depict an intrepid reporter who is convinced a strange phenomenon is at work around him. He sees that people have access to movies and improved TV viewing in their homes, but can’t seem to pinpoint why. He thinks these people have an “otherworldly” power, when in fact they have DirecTV digital home entertainment systems.
“People who have [DirecTV] feel that they have something special that others don’t have,” said Lance Mald, C-E/West’s executive vice president, executive creative director. “[The campaign] shows how passionate people are about it.”
The tag, created last year by the agency, remains, “What are you looking at?” Last year’s effort was aimed at consumers who were unhappy with their cable company by contrasting cable with DirecTV’s satellite TV.
“People are now familiar with satellite TV,” said Karen Butcher, C-E/West senior vice president, account director. “It was time to do a more intriguing campaign.”
Print ads in national magazines and newspapers around the country support the TV work. A campaign promoting DirecTV’s NFL coverage will break this summer.
Mald served as creative director on the campaign, joined by associate creative director Ed Gines, art director Mike Conboy and producer Betty Meadows.