Creative Director’s Choice: Tom Olivieri of Tinuiti on Sling TV’s ‘Slingers’ campaign

Nick Offerman and Megan Mullally

Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world — the ads and campaigns they believe are making a difference.

This week, Tom Olivieri, vice-president of creative at Tinuiti, talks about Sling TV’s casting of Megan Mullally and Nick Offerman as ‘Slingers’.

Great advertising should do more than just influence a decision to buy: it should grab the audience and make them feel something – either inspire them, educate them or, better yet, entertain them. And the most entertaining spots right now are from Sling TV – ‘We Are Slingers’ starring Nick Offerman and Megan Mullally. (Editor’s note: Sling TV is now using Maya Rudolph in a ‘Joy of Slinging In’ campaign.)

Let’s start with the premise of cord-cutting being taboo for an older generation – because it’s a spot-on observation. While anyone under the age of 40 sees it as the best way to watch, some people can’t imagine a world where they don’t have regularly scheduled programming brought to you by big cable. Enter the Slingers.

Using perhaps the funniest actual couple – yes, they are really married – Nick and Megan bring the Slingers to life in a way that makes you crack up from the moment they are on screen. This is just pure casting genius. Brands should take note that in the world of influencers and authentic advocates – some ideas deserve something bigger.

Through the series of misdirects and funny encounters, we don’t just learn about the product, we see just how ridiculous the taboo of Slinging really is. You can’t help but laugh at both the setup and the punchline – as the comedic timing sets the pace for a series of spots that you can imagine turning into a sitcom.

Comedy is such a great way to connect with people, but often it’s hard to ladder up to a larger brand idea that truly does more than grab attention. These spots deliver both the funny and the formula to introduce a better way to watch TV. After seeing the commercials, even my parents are now Slingers.

Tom Olivieri is vice-president of creative at digital agency Tiniuti.

See the work by clicking on the Creative Works box below.

To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you or your creative director would like to be featured in our Creative Director’s Choice, please contact Kyle O’Brien.

Sling TV: We Are Slingers

Added 05 September 2019
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