DirecTV needed to move from ‘just another box in a sea of boxes’ to ‘the ultimate entertainment experience’. Robots were used to engage viewers in a narrative of filmic proportions. Creating a story that looked and felt like a movie allowed us to brilliantly showcase a DVR feature DirecTV’s competitors were also advertising. Elevating the brand offering to a level usually only seen on the big screen solidified the brand’s higher standard in consumers’ minds.
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