See the Spot: DirecTV Says Cable Subscribers Are Settlers
If you are a cable subscriber, DirecTV thinks you're a settler -- literally.
In the company's new spots, created by WPP's Grey, a family of settlers -- complete with a wagon and frontier-era clothing -- are cable subscribers, while the modern neighbors have opted for DirecTV.
"Consumers may not think of themselves as settlers, but we want them to question why they are settling for cable, and we want them to know they don't have to settle," said Brad Bentley, CMO of AT&T Entertainment.
The new ads will air Dec. 31 during the College Football Playoffs, and the campaign is expected to run through the first quarter.
Other recent ads by DirecTV, which was earlier acquired by AT&T, include spots with Fred Willard and Jeffrey Tambor as executives at a cable conglomerate. Those ads follow one from August, which was also created by Grey, in which AT&T welcomed DirecTV to its family.