We have a problem with the latest DIRECTV ad that features Christopher Lloyd in updated Back to the Future scenes.

The main point of the ad, which was produced by Deutsch Inc., is that DIRECTV supposedly has a greater long-term capacity for HD channels versus standard cable.

The question is: Do new HDTV set owners really care? Most cable systems in the U.S. today offer an HD version of programming that provides 10-15 HD channels plus on-demand offerings. This – for the most part – is more than enough outlets for the quantity of HD programming that exists today. In fact, many of these channels only broadcast HD programming for certain shows and revert to letterboxing SD content most of the time.

DIRECTV, through this ad, is saying that the system has the ability to provide up to 150 HD channels of programming. Great, but no one cares right now because the programming content simply doesn’t exist.

Slickly produced ads like this only work when what the company is trying to communicate is relevant to where the marketplace is and what consumers’ expectations are. No one should be fooled into thinking that by switching to DIRECTV that they’ll suddenly be able to swim among 150 channels of HD programming. If they are, they’re not going to be a happy customer.

We’re surprised that Mr. Deutsch let this one slide. This post over at BTTF.com completely misses the point too.

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This entry was posted on Friday, January 19th, 2007 at 10:41 am and is filed under Advertising, Marketing, Media, Video. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.