Cynopsis

The Upfronts Are A Week-Long Metaphor for DIRECTV In New Ad Campaign

DIRECTV Advertising unveiled a week‑long, multi‑channel campaign during Upfront Week in New York, using out‑of‑home, digital video and experiential activations to illustrate its converged TV platform. The effort, created with TBWA\Chiat\Day LA and Starcom US, mirrors the industry gathering by showing how the service unifies live TV, streaming and OOH reach. Key touchpoints include DOOH seats on inbound flights, LED trucks, digital billboards in Times Square and street‑team swag drops. The campaign will extend into the post‑Upfront buying season to sustain momentum.