It’s common knowledge that Serena Williams is a superhero in the sports world.
And in a fantastical new campaign for DirecTV’s streaming service, she officially becomes Wonder Woman, battling a shopping mall full of monsters with her weapon of choice—a tennis racquet.
The retro-themed spot, from TBWA\Chiat\Day Los Angeles, formally introduces DirectTV Stream by mashing up the Grand Slam champ with iconic films, highlighting the service’s mix of live and on-demand entertainment.
In the spot, which begins with a viewer calling up a live Williams match, the legendary athlete finds herself unwittingly (and improbably) dropped into an indoor shopping mecca that’s infiltrated by Transformers-like gadgets. Lucky for her, they spew tennis balls, not bullets or lasers, and she has her trusty Wilson racquet at the ready.
Easter egg: There’s a cameo from another tennis icon, John McEnroe, who gets caught in the crossfire and loses his lunch. Literally.
The hero 60-second ad, called “Get Your TV Together,” is the centerpiece of DirectTV Stream’s far-reaching first campaign, which kicked off recently and will continue rolling out into 2022.
The work, intended to tackle “the fragmented consumer experience,” will extend to social, digital, OTT, connected TV, linear TV, out of home and radio. There will be an interactive game and a comic book component, fitting for its major DC Comics reference.
With Williams as the defender of a circa-1980s mall, the campaign “is a call to consumers to un-complicate their entertainment lives,” according to the brand, part of a recent spin-off from AT&T.
“TennisBot Takedown” is an Augmented Reality game built on top of Snap Inc.’s Lens Studio platform that has players defeat the robots from the DirecTV/Serena Williams commercial over three levels of increasing difficulty.