Traditional pay TV has been in steady decline for years, and DISH faced an added challenge: being overlooked as an outdated option compared to newer, louder competitors.

Our job was to shift that perception and remind audiences that DISH still delivered where it counted most. We developed a bold 360-degree campaign built around direct comparisons with its biggest rival, DIRECTV, anchored in one clear message: when it comes to the features, value, and performance customers care about, DISH comes out ahead.

To bring that story to life, we created Bad Genie, a disruptive creative platform that dramatized the frustrations people experience when their TV provider overpromises and underdelivers. The campaign rolled out as a full-funnel effort across channels, using humor, sharp contrast, and memorable storytelling to reintroduce DISH as the smarter choice.