DIRECTV’s favorite curmudgeon-y pigeons, Bobby and Frank, were introduced to help cement that DIRECTV can be used without a satellite dish. In the second iteration of the BIRDS campaign, we faced a unique challenge: refreshing the existing spots with new messaging for mid- and lower-funnel audiences.

To expand on the campaign, we repurposed key moments and developed fresh 6s and 15s videos across Meta, Reddit, Pinterest, and Snapchat, with updated messaging for live news, content aggregation, pro and college football, and the Gemini Air device. By elevating the humor while emphasizing DIRECTV’s RTBs, we made Bobby and Frank’s conversations more relevant and relatable to a growing audience.