When BBDO New York asked for our help with a DirecTV assignment, it was their final creative effort for the account. The brief was to pack a bunch of deals and “3-months-everything-for-free” offers into a 30-second spot—a task nobody wanted.
But I saw an opportunity. At the time, Time Warner was secretly switching a vast number of subscribers to become the largest cable provider. This only added to the customer service issues that cable users were already facing.
Our campaign, “Nobody Should Have to Live with Cable,” highlighted these frustrations and resonated with viewers. It earned an Emmy Award and generated $3.5 million in incremental production revenue through funds diverted back from the new agency. They weren’t too happy.
Company: BBDO
Role: Creative Director