Cannes Lions

Boring Radio

BBDO NEW YORK / AT&T / 2019

MP3 Original Language
MP3 Original Language
MP3 Original Language

Overview

Entries

Credits

Overview

Background

Long before Netflix, Hulu and other personalized TV experiences came along, DIRECTV was the Mecca for TV enthusiasts. With hundreds of channels, complete sports coverage (including live international broadcasts), DTV was ahead of its time for people who love entertainment. This radio commercial reminds people that no matter what tiny subgenre you’re into, an exhilarating amount of it exists on DIRECTV.

Execution

A crackling campsite fire. A distant harmonica. A spoon stirring a pot of beans. A snorting horse. Somewhere on a dusty trail in the 1850s, we hear two cowboys try to think of what they could possibly talk about to ease this…excruciating boredom. VO breaks in to point out that in real life, scenes like this one were boring. However, watching the movie version—or one of 46,000 other titles—on DIRECTV feels exciting.

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