Dish aims to communicate that it's listening to your problems, in a new campaign illustrating people's frustrations with their current cable setup. To do that, instead of having a "spokesperson" talking at you, the ads feature a "spokeslistener," a slightly quirky bearded guy who sits in people's living rooms calmly listening to them venting, while assuring them, "I hear you."

The campaign, by Camp & King, includes a spot (seen here) in which a woman waits all day for the cable guy, who finally knocks at the door just after she gives up and decides to take a shower -- only to miss him. Another ad features a family wrestling with input feeds and remotes to get their TV working; the "spokesperson" sits watching them with an unusual-looking lap animal.

The ads were directed by Martin Granger at Moxie Pictures and are airing in more than 150 markets across the U.S.

"A spokesman talks at you, while a Spokeslistener listens to and communicates with you," said Jay Roth, Dish senior vice president and chief marketing officer, in a statement. "It's a demonstration of our commitment to acknowledge common customer frustrations, and then take the appropriate action to provide meaningful solutions."