Sling TV today released its first advertising campaign nationally across TV, social and digital platforms. The #TakeBackTV campaign targets Sling TV’s strategic audience: the millennial generation that is increasingly opting out of traditional pay-TV subscriptions.
"Millennials have polarizing feelings about TV; they love the content, but hate the pay-TV model,” said Glenn Eisen, Chief Marketing Officer of Sling TV. “The #TakeBackTV campaign introduces Sling TV as a new model and solution for the millennial audience. It directly mirrors their sentiment toward the pain points that accompany traditional pay-TV, in an exaggerated, humorous and fun way.”
"When creating the campaign, we focused on the needs, attitudes and behaviors of millennials and their sentiment toward traditional pay-TV. In the videos, you’ll see this sentiment come to life, as consumers battle “Old TV” pain points like long-term contracts, expensive programming bundles, high prices, hidden fees and poor customer service."
The inaugural creative features kids personifying “Old TV” by heckling customers with the pain points of traditional pay-TV, including long-term contracts, expensive programming bundles, high prices, hidden fees and poor customer service.
Creative Credits:
Agency: Camp + King
Chief Creative Office/Partner: Roger Camp
Chief Executive Officer/Partner: Jamie King
Creative Director/Art Director: Rikesh Lal
Creative Director/Copywriter: Jesse Dillow
Creative Director/Copywriter: Paul Sincoff
Art Director: Chris Nash
Director of Content Production: David Verhoef
Producer: DP Odishoo
Brand Director: Dana Rabb
Brand Manager: Nicole Nowak
Director of Strategy: Shannon Williams
Brand Strategist: Jose Higuera
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Production: PRETTYBIRD
Director: Tim & Eric
Executive Producer: Ali Brown
Post Production/Editorial: No6
Editor: Kyle Brown
Executive Producer: Crissy DeSimone
Producer: Kendra Desai
Post Production/Finishing: Misfit
Online Artist: Steven McEuen
Executive Producer: Jim Vaughan
Assistant: Stu Barnes
Music/Composer: SOUTH
Mix: One Union Recording
Engineers: Joaby Deal and Andy Greenberg