Sling TV, Dish Network’s new OTT TV service for cord-cutters and millennials, has unleashed its first ad campaign, a move that comes more than five months after the service was launched nation-wide.
The “#TakeBackTV” campaign plays up the service’s no-contract skinny bundles while taking aim at big content bundles and long-term contracts used by “Old TV.” The campaign also takes jabs at hidden fees and pay TV ‘s historically poor customer service.
The campaign features three new video ads, titled “Old TV Model,” “Customer Service,” and “Useless Channels.” The 60-second Old TV Model ad can be viewed below:
Sling TV said it tapped San Francisco-based agency Camp + King for the strategy, creative and content for the campaign, noting that additional campaign elements will be introduced in the coming weeks.
"Millennials have polarizing feelings about TV; they love the content, but hate the pay-TV model,” Glenn Eisen, Sling TV’s chief marketing officer, said in a statement. “The #TakeBackTV campaign introduces Sling TV as a new model and solution for the millennial audience. It directly mirrors their sentiment toward the pain points that accompany traditional pay-TV, in an exaggerated, humorous and fun way.”
Sling TV’s first campaign will be used to draw more consumers to the service, which starts at $20 per month and is offered on several platforms, including Web browsers, iOS and Android devices, the Amazon Fire TV box and Fire TV Stick, the Xbox One, Roku players and integrated Roku TVs, and the Android TV-powered Nexus Player.
Sling TV has not announced subscriber figures. Last month, Re/code reported that the service had signed up about 250,000 subs.