On August 2nd, DIRECTV became a new company comprising all of AT&T’s previously held U.S. video assets. A new overall look and feel introduced for DIRECTV is reflected in this first-ever advertising campaign for DIRECTV Stream, formally AT&T TV. Launched on social platforms and national TV, the “Get Your TV Together” campaign features tennis champion, and superstar Serena Williams mashed up with iconic films to bring to life the brand’s core features of having the best of both worlds–live and on-demand entertainment. The campaign tackles the fragmented consumer experience today where they are left having to sacrifice either their live viewing experience or spend time browsing on-demand without enjoying their content.
Developed in partnership with creative agency TBWAChiatDay LA, the creative platform is a call to consumers to un-complicate their entertainment lives. The mesh of live entertainment with on-demand fare reaches new heights in this "Wonder" commercial–directed by Traktor via production house Stink–in which a viewer shifts back and forth between Williams in a tennis match and the movie Wonder Woman 1984, yielding a Williams/Wonder Woman mashup hero combating evil tennis ball-spewing machines threatening to take over a giant mall. With racket in hand, Williams is up to the heroic task of saving shoppers and shopping.
Credits
Client DIRECTV Agency TBWAChiatDay Los Angeles Erin Riley, president; Renato Fernandez, chief creative officer; Ariel Abramovici, Bruno Acanfora, creative directors; Mark Winters, Ryan Buckley, associate creative directors; Will Holmes, art director; Tyler Archibald, copywriter; Andrew Bae, jr. art director; Yashashree Samant, jr. copywriter; Bruno Regalo, head of design; Jake Skirving, sr. designer; Andrea Nazarino, jr. designer; Guia Iacomin, director of content production; Jack Cutler, sr. producer; Brandon Loftin, associate producer; Hashi Clark, executive art producer; Jen Costello, chief strategy officer; Jesse Unger, group strategy director; Jonathan Handy, associate strategy director; Krystal Hawkins, sr. strategist; Hannan Schweitzer, jr. strategist; Laura Mayer, data director. Critical Mass Val Carlson, chief creative officer; Andrew Lavery, group creative director; James Maclean, creative director; Javier Olivares, Megahn O’Neil, associate creative directors; Ryan Mesnchuk, Megan King, sr. art directors; Taylor Lumley, art director; Ana Benitez Duarte, designer; Peter Lagosky, Melissa De Sa, sr. copywriters; Daisy Swain, copywriter; Jen Goldberg, group strategy director; Kyle Bottoms, strategy director; Sydney Woodman, executive producer; Audrie Sham, Ashleigh Fehmie, sr. producers; Vicky Patel, sr. producer; Christine Spitler, Lexi Scott, Sylvia Brach, Ethan Cole, producers. Production Stink Films Traktor, director; Daniel Bergmann, president, Mungo Maclagan, exec producer; Par M. Ekberg, DP; Leah Allina, line producer. Editorial Arcade Jeff Feruzzo, Brad Wasekwich, lead editors; Ryan Andrus, assistant editor; Alexa Atkin, exec producer. VFX JAMM, Culver City, Calif. Jake Montgomery, VFX supervisor/lead compositor; Andy Boyd, VFX supervisor/CG supervisor/lead CG; Patrick Muñoz, Lisa Kim, Flame artists; Brady Doyle, Jake Bohringer, Nuke artists; Stew Burris, animation supervisor; Zachary DiMaria, CG lead; Ben Martin, Connie Ho, Jonathan Chua, Anthony Thomas, Yuson Fuji, DeVon Beasley, CG artists; Ashley Greyson, sr. producer; Alexandra Rickards, production coordinator; Asher Edwards, exec producer; Adam Scott, colorist; Carver Moore, color assist; Anna Dood, color producer. (Toolbox: Flame, Nuke, Houdini, Maya, Baselight) Audio Post Lime Studios, Santa Monica, Calif. Matt Miller, head mixer; Ian Connie, assistant mixer; Susie Boyajan, exec producer. Sound Design String & Tins, London Culum Simpson, sound designer; Laura Leigh, producer. Music South Music and Sound, Santa Monica, Calif. Dan Pritikin, Matt Drenik, creative directors; Vladimir Berkhemer, Jon Darling, composers; Ann Haugen, exec producer; Ignacio Zax, producer
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
