DIRECTV

"We'll be there between 12:00 and 6:00. Make that Tuesday and Thursday. Or March and July."

Cable providers are notorious for horrible service. DIRECTV is just the opposite, consistently earning praise. We pressed that advantage by personifying cable as the obnoxious, careless, incompetent roommate. Meanwhile, we were nice, respectable, and likeable.

The contrast was clear. And the result was memorable, funny, and effective.

CRM

Years after doing the television campaign, I found myself back on DIRECTV at Razorfish, working in CRM. It was a great experience in the trenches of keeping a brand healthy. We did emails covering everything from new customer engagement and upgrades to content promotion and special offers. Here's a (small) sample of what was produced.