Deion Sanders joins Steve Buscemi & Henry Winkler as pigeons in DirecTV commercial

Award-winning actors Steve Buscemi and Henry Winkler reprise their roles as the ‘spokesbirds’ Frank and Bobby in the latest iteration of the ‘For the Birds’ campaign released today. But the biggest surprise? Football legend Deion ‘Coach Prime’ Sanders is joining the flock.

Arriving just in time for football season, the new hero ad, titled ‘Coach,’ continues the campaign’s mission to showcase DirecTV’s streaming TV options – no satellite dish required. And with football season kicking off, who better to join the bird squad than Coach Prime himself, making his debut as an animated character?

The dynamics among the pigeons are electrified with Sanders in the mix. Frank is starstruck and eager to follow every command from his new ‘coach,’ while Bobby is less impressed, feeling the pressure of having a third bird in their established routine. Adding Coach Prime’s charm and competitive edge creates a delightful new twist to the campaign.

In a shorter ad titled ‘Game Plan,’ Coach Prime demands his feathered sidekicks to fetch snacks so he can enjoy the college football game from their lofty perch.

First launched in February, the ‘For the Birds’ campaign initially educated consumers about DirecTV’s satellite-free streaming option, all while making waves with its humorous take on birds using satellite dishes as their personal bathrooms. The debut ad has already racked up over 31m views on YouTube, a testament to the campaign’s popularity.

This latest chapter not only continues to break down the misconception that DirecTV is all about satellites but also taps into the excitement of football season. With the NFL viewership on the rise and streaming services leading the way, DirecTV is positioning itself as a major player in delivering football content effortlessly.

The campaign was crafted by TBWA\Chiat\Day LA. Ryan Buckley, the agency’s group creative director, gives The Drum a behind-the-scenes look at working with such high-profile talent.

“From the jump, these pigeons’ on-screen chemistry was top of mind for us… but inevitably, trying to schedule a single VO session for these incredibly busy performers was out of the question,” says Buckley. “That said, you’d be hard-pressed to tell we recorded our three players weeks apart across different continents. And that’s a testament to Steve’s, Henry’s, and Deion’s talent – they made it incredibly easy and weren’t afraid of a little avian improv along the way.

“Deion graciously agreed to make time for us during summer training – but that meant we had to bring the recording studio to him. So if his ‘locker room speech’ feels particularly moving – it’s because he delivered it from an actual locker room.”

As part of the campaign, DirecTV is also teaming up with DraftKings for a Daily Fantasy Contest series, where Frank and Bobby will host custom games throughout the season, adding another layer of fun for football fans.

The work will roll out across TV, digital, social media and more this fall.

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