Caliendo Dishes For Dish
'Frank TV' Star Touts Satellite Provider’s HD Services In Multimedia Ad Campaign
By Mike Reynolds -- Multichannel News, 2/3/2008 2:46:00 AM
Frank Caliendo is on the pitch for Dish Network, headlining a new multimedia campaign that trumpets the satellite provider’s digital video recorder, high-definition fare and a new HD stand-alone package.
Caliendo, the star of TBS’s sketch comedy show Frank TV and impressionist extraordinaire, appears as football analyst John Madden and actor Al Pacino, among characters, in the campaign, which has TV, radio, print and Web executions. The Caliendo spots are an extension of Dish’s "Never Miss" campaign, which hit the market in the fourth quarter of 2007.
With Caliendo as the centerpiece of the ad initiative, Dish touts the rollout of its new promotions, including price freezes on the most popular programming packages; three months free on any qualifying programming package: free activation; and the Dish Home Protection Plan free for up to nine months, a $53 value, for a total savings of up to $200. Additionally, Dish informs that customers can now sign up for a new HD standalone programming package, featuring more than 40 enhanced-format channels for $29.99 per month.
"Frank Caliendo is not only one of the funniest comedians out there, but also his incredible talent offers Dish Network with a creative and entertaining way to communicate to consumers why we offer the best TV viewing experience of any pay-TV provider," said Jessica Insalaco, Dish’s senior vice president and chief marketing officer, in a statement.
For his part, Caliendo noted: “There are a lot of messages out there about pay-TV, DVRs and high-definition channels, which can fool consumers into paying for gimmicks and inferior products. I've been a Dish Network customer for years and I'm excited to have the opportunity to tell consumers why Dish Network is the best when it comes to the complete TV viewing experience. In the immortal words of our 43rd president of the United States, I say to other TV providers, 'Fool me once, shame on you; fool me twice and you can't get fooled again!'”
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