Dish Network takes on DirecTV over use of celebs in ads

"In an aggressive commercial that broke during this past weekend's Grammy broadcast, the Dish Network alleges DirecTV subscribers pay more for service due to the long list of celebrity spokespeople DirecTV has enlisted for its ad campaigns.

• The 30-second spot -- created in-house by Denver-based Dish -- shows two rivaling flat-screen TVs, panning between them. A female voice-over says: "Last year, DirecTV paid for Peyton Manning, Kim Basinger, Denis Leary, Tom Arnold, The Black Eyed Peas, Charlie Sheen, Beyonce, David Spade, L.L. Cool J, Christina Aguliera and Hellboy, while Dish Network didn't have any. Maybe that's why on average DirecTV customers spend over $175 a year more than Dish Network customers."

It closes by saying, "Dish Network -- lower price, no paid endorsements, better value. Why would you ever pay more for TV?"...

• Although Dish has used celebrity spokespeople in the past, most recently former TBS comedian Frank Caliendo, the company has opted to take a more tactical value-based approach to its messaging under Mr. Bahr.

"To fight over who gets the best or most expensive celebrities is not a fight we want to have," he said. "We want consumers to make a clear, rational, well-thought-out choice between brands. Usually when you're using celebrities, you're trying to add value to the brand beyond the product itself.""

• "Dish Network Campaign Wages War Against DirecTV with new Campaign," Advertising Age, 2/1/10, via RadioDailyNews

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