DirecTV: Cable Cutter by Organic

Agency: Organic
Client: DirecTV
Date: Dec 2018
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Satisfaction for cable is coming close to an all-time low. But endless phone trees, long wait times and offers to try to retain your subscription stop many people from even trying to quit cable, and many feel it is a massive undertaking that isn’t worth the time.

To address this challenge and make the cable quitting process easier, DirecTV is working with Omnicom-owned digital marketing agency Organic in partnership with North Kingdom, BBDO, and Hearts & Science to launch the Cable Cutter skill.

With the power of Alexa, consumers can now easily get a direct connection to a human phone representative, skipping all the automated phone trees that make canceling cable next to impossible. Alexa even offers a meditation to prepare for the call and gives people tips on how to say “no” to a sales pitch in a variety of languages.

Videos help people understand the skill and the process, including one showing a woman acting out the script with Alexa, down to the cross-legged meditation.


Organic Role

Chris Kelly Chief Creative Officer

Frank Dattalo Executive Creative Director

Uli Luetzenkirchen Creative Director

Dimitri Kalagas Creative Director

Jenn Hertzig-Stoner Associate Creative Director

Rance Randle Associate Creative Director

Ray Martin Senior Designer

Adam Rotstein Copywriter

Dani Silveri Copywriter

Jennifer Kohler SVP, Client Services

Brittany Luhrsen Account Supervisor

Sara Thompson Account Supervisor

Janelle Bongiovanni Account Executive


David Lubars Chief Creative Officer

Greg Hahn Chief Creative Officer

Matt MacDonald Executive Creative Director

David Rolfe Head of Integrated Production

Kristin Tomborello Executive Producer

James Young Executive Producer

Whitney Husnik Senior Producer

Rustie Burris Producer

PD Shindell Content Management Lead

Mac Russell Communications Planning Director

North Kingdom Role

Nina Amjadi Managing Director

Aneisa Hagen Sr. Producer

Chris Coniglio Technical Director

Miha Klasinc Developer

Patrick Waks Developer

Eric Margusity Art Director & Experience Lead

Justyna Fryczak User Experience Designer

Miryam Benito-Lopez User Experience Designer

Ghost Robot Role

Lucas Borras DIRECTOR

Zach Mortensen EXEC. PROD

Mark De Pace EXEC. PROD

Kacie Parton HOP

Sarah Nadeau Staff Producer

Dave Lawson PRODUCER

Arthur Hinson PROD COORD.

Ian Soker-Long 1st AD

Camera Role

Justin Kane DP


Teddy Dickerson 1st AC

Mel Kobran 2nd AC

Electric Role

Kevin Miller GAFFER

Tom Pena BBE

Grip Role

Blake Farmer KEY GRIP

Art Role

Rariel Vida Production Designer

Vanities Role

Chris Oroza STYLIST

Olya Tizer H&MU

PA's Role

Terry Beck PA / "VEHICLE"

Reid Lauff PA / "VEHICLE"

Codi Roberts PA/Cargo Van

Talent Role

Dillion Hanson Male Talent

Heaven Quiban Female Talent

AT&T Role

Val Vargas SVP of Advertising and Marketing Communications

Marc Burns VP of Advertising

Chris Payne Director of Advertising

Andrie Wheeler Lead Manager, Advertising

Ali Tourville Sr. Manager, Advertising

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