Sling TV's Surreal Spots Cut Through Channel Chaos

Sling TV has launched a new brand campaign that includes a new positioning, 'Sling lets you do that', a new visual identity, and a mnemonic.

In today's crowded streaming market, many TV providers seem to hold all the power, charging you for channels you don’t know, sports you don’t follow, and shows you never watch, all while hiking prices and complicating cancellations. But Sling TV stands apart.

The new brand campaign focuses on the unique Sling offering that allows consumers to choose and customise their channel line up. Created by AOR WorkInProgress and directed by The Perlorian Brothers, the spots depict unexpected, alternate universes. The hero characters are the guides throughout, beginning with a sense of longing for a better TV provider and ending with what they’ve been yearning for: a TV provider that puts them in control.

In addition to a new campaign, the Sling brand is also rolling out a new visual identity and new mnemonic.

• Visual Identity: After conducting research to determine areas of opportunity in the category and to uncover colours that push the brand to a more modern, yet approachable space, the Sling brand is introducing smoke and charcoal grey to its colour palette along with a new glowing gradient frame that leverages unique secondary colours - oranges, yellows, and blues - to act as a distinctive, repeatable element.
• Mnemonic: To further elevate the Sling brand experience and build brand distinction, Sling created a unified sonic strategy with a logo mnemonic. This new mnemonic pulls inspiration from the excitement and enjoyment of turning on and watching live television.

“Sling believes in putting customers in control of their entertainment experience,” said Kurt Simon, VP of marketing at EchoStar Corporation. “That is why we give our customers a chance to customise their channel line-ups, pause at any time, and give them hundreds of free channels, through Sling Freestream, when they do. The new campaign with WorkInProgress helped bring this to life in an incredibly engaging way.”

“In a way, all of us are a talking fish mounted to a wall or a rocking horse riding thief locked in a cell just looking to break free and find a better way to watch what you want to watch for the price we want to pay,” said Matt Talbot, co-founder and chief creative officer of WorkInProgress. “Sling lets you do that.”