Cord-cutters have more control than ever over what they watch on TV, but most live TV streaming services are still frustratingly uncustomizable. Sling TV, though, is better in that regard—as it reminds viewers in a comic campaign from WorkInProgress.

The comedy veers nicely into absurdist territory, too, in a pair of spots directed by the Perlorian Brothers (longtime masters of the silly). The spot above has a cowboy theme, while the one below stars a mounted fish who springs to life. All these characters want is the ability to choose the channels they want I pay for, pause their subscription at any time, and have access to hundreds of free channels.

“Sling lets you do that,” the ads regularly reassure you.

“Sling believes in putting customers in control of their entertainment experience,” said Kurt Simon, VP of marketing at Sling parent EchoStar Corporation. “The new campaign with WorkInProgress helped bring this to life in an incredibly engaging way.”

“In a way, all of us are a talking fish mounted to a wall or a rocking-horse-riding thief locked in a cell just looking to break free and find a better way to watch what you want to watch for the price we want to pay,” said Matt Talbot, chief creative officer of WorkInProgress. “Sling lets you do that.”

Concurrently, Sling is also rolling out a new visual identity and brand mnemonic.

The identity introduces smoke and charcoal gray to the color palette along with a glowing gradient frame with oranges, yellows, and blues. The mnemonic was inspired by the excitement of turning on and watching live television.

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• Channel 4 made a hard-hitting Paris 2024 Paralympics ad.
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