DIRECTV partners with baseball legend Randy Johnson in an all-new extension of its “For The Birds” campaign–“Bird Ballparks.” These stadium sanctuaries, built atop DIRECTV satellite dishes, finally give birds a safe place to watch baseball.
An extension of the brand’s current TV campaign, “For the Birds,” which features two pigeons who are disgruntled that people can get DIRECTV without a dish, “Bird Ballparks” assures all fans (human and feathered alike) that DIRECTV is their home for baseball.
The partnership harks back to a moment in baseball history when Johnson, 10-time All-Star, World Series champion and Hall of Fame pitcher, famously threw a pitch in a spring training game that against all odds, accidentally collided with a bird. Ever since, birds sought and clearly deserve a safe roost to watch baseball. Hence the idea from TBWAChiatDay LA, carried out in this hero spot directed by Mark Winters and Ryan Buckley via production company BeGRIZZLEE.
There’s also a custom website, where you can win a Millet Mullet: it’s a mullet (to honor Randy’s iconic haircut from his playing days) made out of one of birds’ favorite snacks, millet. And of course, physical Bird Ballparks that will live in fans’ backyards, much like a bird bath would, but here, birds can safely watch baseball … Fans can go to DIRECTV.com/BirdBallparks for the chance to win a Bird Ballpark or Millet Mullet. Each Bird Ballpark features a tiny statue of Randy with a plaque that says “The Tiny Unit,” as a play on his nickname, “The Big Unit.”
Each Avian Arena also features fowl poles for birds to perch on, a scoreboard which shows Birds defeating People, and a Mini-tron with a phone holder where fans can attach their phone so they can stream baseball on DIRECTV for birds to enjoy.
