From the Archives: DIRECTV Expands Streaming Message with Kristen Schaal in Funny Ads

DIRECTV’s pigeons have a new friend.

Earlier this year, the multichannel video programming distributor brought comedian Kristen Schaal into its ongoing campaign from TBWA\Chiat\Day LA.

The spot continued the brand’s push to emphasize its satellite-free offering with its cheeky flying mascots.

Schaal plays Tammy the Squirrel, an energetic character who joins Frank and Bobby, the cranky pigeons voiced by Henry Winkler and Steve Buscemi.

Together, the trio highlights how simple it is to stream without the need for satellite installation.

The work focuses on DIRECTV’s Gemini device, which allows users to set up quickly and access sports, news, live TV, and apps all in one place.

It eliminates input-switching and provides a single menu that integrates services like Amazon Prime, Max, and Netflix to make the experience seamless for viewers.

Kelly Jo Sands, senior VP at DIRECTV, said the campaign was built on the groundwork set by Winkler and Buscemi.

“Frank and Bobby’s first two acts educated consumers on the ease of streaming DIRECTV satellite-free," she explained.

"Thanks to their new furry friend Tammy, the latest campaign showcases DIRECTV’s product experience and integration capabilities."

What started as a lighthearted ad series has become a brand platform that continuously builds brand recognition and long-term loyalty.

Tammy Meets the Gang

The centerpiece of the campaign is a 30-second spot titled “Squirrel.”

In it, Winkler and Buscemi’s pigeons look on as a customer easily navigates the DIRECTV interface to find their favorite show.

Tammy the Squirrel interrupts with her usual energy, skeptical at first but deep down convinced of the system’s convenience.

Beyond the hero spot, the campaign rolled out as a 360-degree national effort, spanning TV, digital, radio, social media, and retail channels.

Digital placements emphasized genre-based packages like "MySports," which DIRECTV positioned as a lower-cost, more tailored lineup for fans.

Out-of-home activations also appeared in high-impact locations, leaning into DIRECTV’s sports positioning.

With the addition of Schaal, the campaign connected to a wider entertainment audience, while maintaining the comic tone that made the pigeons popular in earlier iterations.

Our Take: Can Mascot Ads Still Fly?

I think what made this DIRECTV campaign work is its consistent tone and humor.

The pigeon-and-squirrel banter grabs attention, but the real brand message comes through cleanly.

In a space where so many ads chase spectacle, DIRECTV doubled down on a consistent, funny storyline that continues to evolve.

In other news, Xfinity recently tapped Owen Wilson and Vince Vaughn for a nostalgic yet comedic campaign that makes its platform your go-to streaming destination on game day.