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Sling TV looks slightly different this morning thanks to a new brand campaign, visual identity, and mnemonic with the creative slogan, “Sling lets you do that.”
Sling TV offers three subscription tiers, starting at $40 per month (for Sling Orange). Viewers can customize the lineup with genre-specific channels like sports, news, or lifestyle based on their interests, which has been an integral part of Sling TV since the platform launched in 2015.
“We found that this message [of what Sling TV offers] doesn’t always come through as much as we wanted,” Gary Schanman, executive vice president and group president of video services at Sling TV parent EchoStar, told ADWEEK. “There’s a lot of competition in the space. We found that ‘Sling lets you do that’ is really simple. It ties to a lot of our tenets and our brands. It was a way to hopefully get above the fray and be able to create something compelling.”
In 30-second spots created by WorkInProgress and directed by The Pelorian Brothers, two protagonists find themselves in unexpected, alternate universes searching for a better TV provider, ultimately finding Sling TV.
The new visual identity introduces a smoke and charcoal gray color to its palette, along with a glowing gradient frame, adding colors like orange, yellow and blue.
Sling TV also created a sonic strategy with an updated logo mnemonic, which, according to the company, is inspired by the joy of turning on and watching live TV (shown at the end of the ad).
But the company doesn’t call it a rebrand. Schanman referred to it as a “brand reclarification” to help customers understand what the service offers.