March 12, 2018
Sling TV March 12 announced it has a new ad agency of record – underscoring concern its TV spots with tough guy actor Danny Trejo could be over.
Indeed, Dish Network’s pioneering online TV service with more than 2 million subscribers bowed a new multimedia marketing campaign, “We Are Slingers,” positioning Sling TV as a flexible live streaming service providing more choice and control than any other over-the-top (OTT) provider.
“Slinging is about breaking norms and connecting people with TV that satisfies through choice and control at a reasonable price; it’s a way of life,” Colleen Sugarman, head of marketing at Sling TV, said in a statement.
In addition to the commercials, elements of the campaign include a dedicated landing page, a new look and feel for the sling.com homepage, digital, mobile, new media and out-of-home ads, paid and organic social posts, YouTube videos, pre-roll and OTT video ads, paid search, in-device promotions on Sling TV supported devices and other direct-to-consumer promotions.
Additional spots will roll out to the general market in the coming months.
“We’re competing for attention not just with our client’s competitors, but with everything people are consuming as content,” said Karen Costello, chief creative officer at The Martin Agency. “The cheeky misdirect and play on the name is super sticky and a great way for Sling TV to be part of the conversation about TV ‘lifestyle’ viewing options.”
Sugarman said Sling TV needed an agency that could help inform consumers how the platform is the best way to watch live TV.
“The Martin Agency’s strong history of navigating highly competitive industries to successfully deliver for their clients made them the ideal choice,” she said.
Sling’s previous ad spots – created by media/digital network Society – focused on Trejo, whose lengthy career as TV and movie villain was underscored in a short but memorable role in “Breaking Bad,” threatening anyone who didn’t break from pay-TV.