DirecTV Group, Inc.: Celebrities Read Fan Mail To Directv (Become A Directv Fan Now) campaign

Ed Dinger

In June 2003 the DirecTV Group, Inc., provider of satellite television, launched a new marketing campaign featuring commercials with A-list Hollywood actors giving dramatic readings of actual fan letters received by the client.

DirecTV Group, Inc.: Celebrities Read Fan Mail To Directv (Become A Directv Fan Now) campaign

Ed Dinger

OVERVIEW

In June 2003 the DirecTV Group, Inc., provider of satellite television, launched a new marketing campaign featuring commercials with A-list Hollywood actors giving dramatic readings of actual fan letters received by the client. The use of celebrities was intended to help elevate DirecTV above its competition: cable television providers and direct-broadcast satellite rival Dish Network, both of which had begun imitating DirecTV's successful commercials featuring Dan the installer.

Developed by ad agency Deutsch/LA, the new $100 million-plus campaign consisted primarily of TV...

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