There’s a new target for Danny Trejo’s wrath – cable TV. In a new nationwide multimedia ad campaign, “Who’s Bad?,” Sling TV (review) has tapped the award-winning actor to act as a mouthpiece for the millions of angry, frustrated consumers who are tired of the traditional cable TV model. The campaign will feature ads on television, digital, mobile, social, print, and new media platforms in both English and Spanish, and marks the most significant ad campaign Sling TV has launched to date.
In a press release issued by the company, Glenn Eisen, chief marketing officer of Sling TV said of the campaign, “Our goal was to amplify the frustration that many consumers have with the traditional pay-TV model, and Danny Trejo mirrors this negative consumer sentiment with a breakthrough style and delivery,” said Glenn Eisen, chief marketing officer of Sling TV. “Danny is the authority on bad and gives a voice to the dissatisfied cable customer, setting the stage for a new consumer model and solution that Sling TV distinctly provides.”
The TV ads, which will be airing on both pay TV and over-the-air TV, feature Trejo against a black backdrop talking directly to the camera, seething over the high prices, long-term contracts, hidden fees, and other unfair practices of the cable TV industry. Sling TV is presented as the solution to the nightmare that is cable TV, educating consumers about the no contract, live streaming alternative the service offers and encouraging them to try the service free for 7 days.
According to the press release, the campaign will also feature “a homepage takeover of Sling.com and SlingTV.com, digital, mobile and new media ads, paid and organic social posts, YouTube videos, in-device promotions on Sling TV supported devices, print ads and other direct-to-consumer promotion. Sling TV subscribers will also see a curated selection of Danny Trejo’s movies in their Sling TV guide available to rent throughout the campaign.”
Additionally, Sling TV’s campaign will feature Spanish ads. This coincides with their announcement that the Sling Latino package will now merge into the Sling TV brand, “folding Spanish language and bi-lingual packages into the general market offering.”
“The move reflects how our Latino customers have been buying Sling TV – most want both the general market offerings of Sling TV and the in-language and in-culture programming of Sling Latino,” said Eisen. “Our pricing and new branding are designed to make it easier and more appealing, following our customers’ lead on how they want to engage with us.”
This isn’t Sling TV’s first ad campaign. Last summer, the company had its #TakeBackTV campaign that went out across television, digital, and social media platforms. However, TV spots for that campaign were more limited and weren’t aggressively aired across all markets. With the use of movie and television star Danny Trejo, it seems clear that Sling TV will be giving this campaign a higher level of exposure.
The campaign is launching just in time for college and NFL football seasons and Fall TV premieres, and with Sling TV’s recent additions of more sports channels (like NFL Network and FS1) and locals in select markets (NBC, FOX, etc.), interest in the cable TV alternative is sure to be high.
You can see the new TV spots starring Danny Trejo below. For more information on the campaign, visit Sling.com.