Abstract

This paper explores the marketing brilliance behind DirecTV's 2012 "Get Rid of Cable" commercial, which humorously dramatizes the catastrophic consequences of sticking with cable. By analyzing consumer behavior theories, the paper reveals how DirecTV leverages motivation and attention to captivate its target audience of white-collar, middle-aged males. The commercial uses humor, surprise, and an easy-to-process narrative to trigger intrinsic and extrinsic motivations, including the need for safety. Despite its potential drawbacks, the ad is praised for its clever use of absurdity and its ability to effectively motivate viewers to switch to DirecTV, making it a standout example of impactful advertising.