To Keep Its Edge, DirecTV Picks Celebs Over Installer

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Facing increased competition from other satellite TV providers and cable companies, DirecTV is bidding farewell to its installer character, “Dan,” and cranking up the celebrity quotient in an estimated $100 million-plus campaign from Deutsch/LA.

The effort from the Marina del Rey, Calif., agency includes three 30-second TV spots breaking today, as well as one 60-second radio ad and one print execution—all centering around celebrities who are DirecTV customers.

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