Targeted New Ad Campaign Frames Upfronts In New York As “Week-Long Metaphor For DirecTV”

A targeted ad campaign by DirecTV is likening this week’s upfronts in New York to “a week-long metaphor” for the pay-TV service.

Through a combination of outdoor placements, promotional teams on the streets and airline seatbacks, the distributor’s advertising unit is plugging the company’s multi-channel packages. (Watch a 30-second ad above.)

The new campaign kicked off Sunday on flights to New York. Along with out-of-home presence on flights and screens around the city, it spans experiential activations, digital video, and ads across trade publications and social media. Trucks equipped with LED screens and digital billboards will also carry the message, and vehicles will offer advertisers free rides around Manhattan.

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