Challenge

Up against an entrenched agency of record and a compressed pitch schedule, we were tasked with developing a bold, national campaign for Sling TV that could resonate across both general and Hispanic audiences. The challenge: reignite attention for a brand that had pioneered live TV streaming — but was being outshouted by bigger competitors with deeper pockets.

Insight

In a world where people can curate everything — from playlists to coffee orders — traditional TV still forces one-size-fits-all choices. Viewers today expect total control and personalization. The opportunity? Reposition Sling TV as the streaming service that gives people permission to be as “picky” about their TV as they are about everything else in life.

Idea

We launched “Get Picky,” a transmedia campaign celebrating the joy of customization. To embody that unapologetic attitude, we enlisted Danny Trejo — the ultimate symbol of no compromise decision-making. Across broadcast, OTT, social, digital, and print, Trejo challenged viewers to demand the shows, channels, and prices that fit them — not the other way around.

Impact

We delivered a cohesive bilingual campaign across general and Hispanic markets and elevated Sling TV’s positioning as the most customizable live TV experience. Driving strong engagement across digital and social channels, the campaign outperformed category benchmarks and helped strengthen the brand’s voice as bold, self-assured, and unapologetically user-first.