A social video campaign that points out how many different kinds of people love TV.
First, It's Not A Joke took a familiar set-up and gave people the real reason they all walked into a bar.
Then, Entertain Anyone highlighted the variety of moods that DIRECTV for BUSINESS can satisfy.
Finally, Customers May Vary imitated pharma copy & positioned customers as a side effect of putting great TV in your bar.
One of the objectives of the campaign was also to create assets that DIRECTV could use in their creative again and again and again, leading to a massive library of TV fan characters.