Satellite TV company PrimeStar kicked off a big push for 1995 with this Super Bowl ad, part of what it described as an increase in advertising and marketing to $100 million that year from $55 million in 1994.
The timing was right: Dish Network didn’t even exist yet. And the ad via Adler Boschetto Peebles & Partners successfully attaches an intriguing, “Close Encounters”-esque alien-arrival vibe to PrimeStar’s service. (For more in that vein, see also Taco Bell’s “Border Lights” ads in the same Super Bowl.)
“At Last” generated 117,000 calls, according to PrimeStar, and the company returned to the game in 1996 with another spot by Adler Boschetto Peebles ("She Loves TV") and in 1998 with an ad by the rechristened ABP/Draft Worldwide ("Pipe"). But consumers increasingly favored PrimeStar’s competitors.
DirecTV bought the company in 1999 and took over its subscribers.
AGENCY: Adler Boschetto Peebles & Partners