Directv Wireless Genie SI Ad
Sports Illustrated Swimsuit Issue is one of the most desired ad spaces of the year, and for it's readers, the annual Swimsuit Issue is the most anticipated. With a nationwide audience that fits our core demographic, the Swimsuit Issue presented DIRECTV with the perfect opportunity to make a splash and show off the new wireless Genie HD DVR. The SI Swimsuit Issue is hard proof that print is still alive and breathing as it sells over 1 million copies of the newsstand alone and is “one of the biggest revenue drivers over the years, bringing in more than $1 billion.’’ And those are sexy figures for a client who shares the same target audience as Sports Illustrated.
As the leader in sports, DIRECTV and AT&T sees this as one of the biggest advertising opportunities each year. Plus, on top of that, it was the 50th anniversary issue, so the heat was on. My job was to showcase DIRECTV’s wireless DVR technology, so my goal was to design an ad that focuses on how easily you can strip away the things you don’t want to see, from bikini tops strings that cause tan lines, to messy wires in your home.
Things that inspired me: Tan lines, 1953 Coppertone and 1988 Budweiser beach towel advertising campaigns.
CLIENT
DIRECTV
ROLE
Art Director
Designer
DELIVERABLES
Print & Digital Advertising
AWARDS
PromaxBDA 2015 Gold: Consumer or Trade Print Ad-Channel
PromaxBDA 2015 Bronze: Art Direction & Design, Consumer or Trade Print Ad-Channel
Process To illustrate the benefits of wireless Genie, I developed a multi-page spread ad featuring Bar Refaeli and other high-profile swimsuit models removing their string bikinis, inviting our readers to get rid of tan lines, wires and cables, and take it all off. On the two page spread a transparent panel dared readers to “Go ahead. Pull it off.” When the reader pulled off the panel, the wires and cables were removed from the inset television.
The final page delivers the call-to-action while the three girls leave you behind. Combined with an integrated campaign on the iPhone and iPad, this ad not only raised eyebrows, but also sales.
Sketches, storyboards and comprehensives can be made available upon request.
SVP Creative Services Roger Hyde
VP Creative Services John Vetter
Creative Director Richard Griffin
Creative Director Nicole Gunther
Senior Art Director Monica Foronda
Copywriter David Van Arsdale
Retouching Andrea Difiore & Terry Sanders