If DirecTV is trying to position its Wireless Genie Mini device as a high-tech toy for doofy bros who view women as puppets—mission accomplished!
Perhaps that's a tad harsh or too literal. Still, there's something unnerving about these new ads from Grey New York, directed by Bryan Buckley, featuring a life-size blonde marionette. In one ad, she struggles with her wires while pouring lemonade for a pair of DirecTV-lovin' dudes. In a second spot, our heroine dangles from the bedroom ceiling in a sexy negligee, concerned her human beau is more attracted to DirecTV.
Self-conscious oddness is the obvious goal, and the campaign certainly works on that level. Even so, there's a touch of mean-spiritedness that doesn't sit right. The puppet is the most appealing part of these commercials, and it's easy to sympathize with her plight. This, in turn, kind of keeps me from feeling good about the Wireless Genie itself, which lets multiple TVs share HD-DVR programming over WiFi (so first-worlders won't trip over unsightly wires and fall flat on their Google Glass).
Cut those cords and free yourself, my wooden sister! Today, there are so many ways for a marionette to be fulfilled—like rapping for JCPenney or blogging for Target. Don't let some half-wit string you along!
CREDITS
Client: DirecTV
Campaign: "Marionettes"
Agency: Grey, New York
Chief Creative Officer: Tor Myhren
Executive Creative Director: Dan Kelleher
Vice Presidents, Creative Directors: Doug Fallon, Steven Fogel
Art Director: Marques Gartrell
Copywriter: Kim Nguyen
Agency Executive Producer: Andrew Chinich
Agency Producer: Lindsay Myers
Agency Music Producer: Zachary Pollakoff
Account: Chris Ross, Beth Culley, Anna Pogosova, Aaron Schwartz, Meredith Savatsky
Production Company: Hungry Man
Director: Bryan Buckley
Executive Producer: Mino Jarjoura
Producer: Rachel Curl
Production Supervisor: Colette Findley
Director of Photography: Scott Henriksen
Editor: Tom Scherma, Cosmo Street
Assistant Editor: Dave Otte, Cosmo Street
Editorial Executive Producer: Maura Woodward. Cosmo Street
Editorial Producer: Heather Richardson, Cosmo Street
Visual Effects: The Mill
Visual Effects Executive Producer: Sue Troyan, The Mill
Visual Effects Producer: Anastasia Von Rahl, The Mill
Casting Director, Los Angeles: Kathy Knowles, Kathy Knowles Casting
Casting Director, New York: Fay Shumsey, Fay Erin Casting
Audio Mixer: Tom Jucarone, Sound Lounge