Marketing and Commercials
Beginning in 2006, DirecTV began a series of commercials in which characters from popular movies and television shows break the fourth wall to tout the service's picture quality and the number of channels available in high definition. Instead of using CGI the original actors normally reprise their roles on recreated sets, and resulting footage is mixed with the original scenes. The productions must be recent, due to the use of original actors, and appeal to DirecTV's "male-oriented marketing message."
These characters include Captain Kirk (William Shatner, Star Trek VI: The Undiscovered Country), Bill Harding (Bill Paxton, Twister), The Economics Teacher (Ben Stein, Ferris Bueller's Day Off), Dr. Emmett Brown (Christopher Lloyd, Back to the Future), Burton Guster (Dule Hill, Psych), C.J. Parker (Pamela Anderson, Baywatch), Rick "Wild Thing" Vaughn (Charlie Sheen, Major League), Beyoncé (Upgrade U music video), Nadia (Shannon Elizabeth, American Pie), Turtle (Jerry Ferrara, Entourage), Ellen Ripley (Sigourney Weaver, Aliens), Steve Freeling (Craig T. Nelson, Poltergeist), Annie Wilkes (Kathy Bates, Misery), Mini-Me (Verne Troyer, Austin Powers In Goldmember), The Girl in the Ferrari (Christie Brinkley, National Lampoon's Vacation), Daisy Duke (Jessica Simpson, The Dukes of Hazzard), T-1000 (Robert Patrick, Terminator 2: Judgement Day), Ann Darrow (Naomi Watts, King Kong), Hellboy (Ron Perlman, Hellboy), Richard Hayden (David Spade, Tommy Boy), The Black Eyed Peas (Meet Me Halfway music video), Christina Aguilera (Keeps Gettin' Better music video) and Honey Hornee (Kim Basinger, Wayne's World 2). Also in this series of commercials were Peyton Manning, Eli Manning, and Archie Manning promoting NFL Sunday Ticket, and Dale Earnhardt, Jr. promoting NASCAR Hot Pass. Cartoon characters have also been used in the ads, beginning with Scooby-Doo and the Mystery, Inc. gang.
DirecTV during that time also ran series of ads that takes shots at cable television's service (or lack of service). Beginning in March 2010, they did a spoof of the classic game show To Tell The Truth with Alex Trebek hosting the show. The series of commercials both pays homage to the Goodson-Todman game show, and take shots at both cable and DirecTV's arch rival Dish Network, who later sued for false advertising. Dish says DirecTV's ads claim a misleading number of HD channels at a price that doesn't include any HD. Dish also says DirecTV misleads consumers by saying it can offer 200 HD channels when it really offers about 130. Dish says the ads end with the promotional price of $29.99 a month, which it says doesn't include HD. Another series of commercials, promoting the 2010 NFL Sunday Ticket package of all-football programming, featured neighbors committing uncivil acts to neighbors who watched the "wrong" football team. One spot had a woman leaving a snack platter for a neighbor on which the food spelled out "DIRT BAG"; another showed a dog trashing a neighbor's property; yet another showed an on-duty policeman knocking on a DirecTV customer's door, stunning him with a taser and leaving him passed out in his open doorway. In August 2011, Deion Sanders began appearing in DirecTV's ads for NFL Sunday Ticket, urging people to switch from cable. These ads originally claimed NFL Sunday Ticket is now "free" for new customers for one year with a subscription to their Premiere package and a two year contract. In response, on August 4, 2011, Comcast sued DirecTV for false advertising. Comcast dropped the case on August 19, 2011 after DirecTV altered the ads to remove the word "free", changing it to "at no extra charge".
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