A new October US campaign by DirecTV Stream called ‘Quiet Please’ starred athlete ambassador and tennis super star Serena Williams and offered a Halloween twist on the brand and endorser’s ongoing Get Your TV Together campaign.
Created by agency TBWA\Chiat\Day Los Angeles, ‘Quiet Please’ launched across the USA from 1 October and is built around a 45-second hero commercial which sees Williams trying to serve for a match but being repeatedly disturbed by a monster mash up which includes a freaky clown, a chainsaw-wielding killer and a giant monster.
These characters seem to pop into the stadium out of nowhere to disturb the star and terrorize the fans in the stands and the broadcasters in the booth. This is a good-natured nudge of light-hearted Halloween horror mixed with well-known tennis tropes (such as the line judge giving the deadpan reprimand ‘Quiet Please’ to the loudly shrieking audience.
As the spot states: “DirecTV Stream brings you so much great content it’s scary. #GetYourTVTogether with the best of Live and On Demand with DirecTV Stream” before seeking to drive viewers online to learn more at directv.com
The aim is to highlight the streaming service’s combination of live and on-demand entertainment by having consumers demonstrate hopping from one to the other.
The creative, part of DirecTV’s ongoing ‘Get Your TV Together’ marketing push, runs across social and digital channels, plus OTT, connected TV, linear TV, plus Out Of Home, print and radio.
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The new ‘Quiet Please’ spot follows the same brand/ambassador partnership’s ‘Wonder’ marketing push in September which saw the launch ‘Get Your TV Together’ Wonder Woman mash up spot roll out at the start of the month and which was followed by a four-chapter comic called ‘Wondrous Serena’ from the brand’s creative agency and partner Critical Mass.
The agency states that there is one more commercial still to come in the DirecTV connected campaign.
Despite the rise of a new generation female tennis stars – such as Naomi Osaka, Coco Gauff and Emma Raducanu – Williams has continued to be a popular endorser in 2021 and other brand campaigns she has fronted this year have included Subway’s ‘Eat Fresh Refresh’ campaign with fellow sports A-listers Stephen Curry, Tom Brady, Charles Barkley and Megan Rapinoe, as well as Gatorade’s ‘Never Settle’, Nike’s ‘We Play Real’ and Uber Eats’ Australian Open ‘Tonight I’ll Be Eating For Love’.
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