Serena Williams’ Wonder Woman Spot Positioned DIRECTV as Entertainment

When Serena enters a 1980s mall as Wonder Woman, you know it’s not just another run-of-the-mill ad.

It is, in fact, the centerpiece of DIRECTV Stream’s launch campaign in April 2021.

The 60-second spot featured the tennis legend taking on a superhero role inside a neon-soaked shopping mall, golden racquet in hand.

The concept is centered on how DIRECTV Stream offers live sports and on-demand entertainment in one place.

The story begins with a viewer watching a live tennis match, then pulls Williams into a mash-up world where TV and film collide.

Robots shoot tennis balls, John McEnroe loses his lunch, and Williams swings her way through the chaos.

TBWA\Chiat\Day LA created the campaign, which was filmed in France and Los Angeles to accommodate Williams’ travel schedule.

Vince Torres, DIRECTV’s chief marketing officer, framed the campaign as both a product launch and a lifestyle message for viewers looking to simplify how they watch TV.

“We’re excited to introduce DIRECTV STREAM, bringing together the best of Live TV and On-Demand content like never seen before.

The TV campaign is a call to consumers to un-complicate their entertainment lives, and many of the other campaign elements are designed to connect with fans in a new and fun way to showcase the best of Live and On-Demand.”

It even spawned a collab with DC to produce digital comic books. 

Williams said the campaign connected with her personally, given her packed schedule and appreciation for tools that make daily life easier.

“I’m always juggling my priorities as a mom, athlete and designer so I am a big fan of products like DIRECTV STREAM that help make my life more simple.

I had so much fun playing Wonder Woman for this exciting campaign that showcases the uncomplicated and simplified TV experience of DIRECTV STREAM.”

This was the first of several film-inspired spots with Williams in the lead, each designed to make the service feel more cultural and less like another tech feature set.

Bringing Star Power to Streaming Pitch

The campaign arrived just as DIRECTV completed its separation from AT&T and reintroduced its service with a new name.

Rather than listing specs or features, the creative leaned into story, visuals, and nostalgia.

For audiences, it's a reminder that TV should be entertaining from the first click.

The rollout included national TV, OTT, digital, OOH, and radio.

It also featured an interactive game, created to make the experience more memorable across different platforms.

Our Take: Can Style Carry a Streaming Message?

Absolutely. I’ve watched too many streaming campaigns that rely on buzzwords and forget to entertain.

Williams as Wonder Woman got my attention because it feels like real TV, not another new service or product.

This kind of concept still beats feature lists when you’re fighting for attention across screens.

For another nostalgic take on streaming, see how DIRECTV brought together MLB legends and a balding boy band in a streaming-first campaign.

Star power needs the right stage. These video production experts craft ads that feel like cultural events, not commercials.