Sling TV ‘Rips Apart’ Pay-TV Model in New Marketing Campaign Starring Danny Trejo

  • New multimedia ad campaign, “Who’s Bad?!,” airs nationwide across
    television, digital, mobile, social, print and new media platforms
  • Award-winning actor Danny Trejo embodies consumer pain points with
    traditional pay-TV in new spots
  • Produced in both English and Spanish, “Who’s Bad?!” targets both
    general market and Latino audiences
  • Four initial multimedia videos launch today

ENGLEWOOD, Colo.–(BUSINESS WIRE)–#TakeBackTVSling TV today debuted a new multimedia marketing campaign, “Who’s
Bad?!,” featuring award-winning Hollywood actor Danny Trejo. The
national campaign spans across television, digital, mobile, social,
print and new media platforms, and positions Sling TV as the solution to
traditional pay-TV pain points, including high costs, long-term
contracts, rental equipment fees, annual price hikes, useless channels
and poor customer service.

The campaign, produced in both English and Spanish, targets both general
market and Latino audiences.

“When creating ‘Who’s Bad?!,’ our goal was to amplify the frustration
that many consumers have with the traditional pay-TV model, and Danny
Trejo mirrors this negative consumer sentiment with a breakthrough style
and delivery,” said Glenn Eisen, chief marketing officer of Sling TV.
“Danny is the authority on bad and gives a voice to the dissatisfied
cable customer, setting the stage for a new consumer model and solution
that Sling TV distinctly provides.”

“Our success is linked to one thing – giving our customers what they
want – and as a result, our service has proven to be additive to the
pay-TV industry,” said Roger Lynch, CEO of Sling TV. “Consumers are
growing unhappy with the traditional pay-TV model and are increasingly
leaving the pay-TV industry. The choice shouldn’t be ‘should I stay or
should I go,’ which is why Sling TV’s programming portfolio and flexible
model continues to offer more and more pay-TV customers an attractive
option for their entertainment needs.”

“Who’s Bad?!” Campaign

The ad campaign features Trejo against a black backdrop speaking
direct-to-camera, personifying pay-TV subscribers’ simmering resentment
of cable’s high prices and strong arm tactics. Trejo, known as an
“authority on bad” from his role in films such as “Machete,” “Machete
Kills” and “From Dusk Till Dawn,” reflects the negative sentiment many
subscribers feel toward the pay-TV model and presents Sling TV as the

Additional elements of the “Who’s Bad?!” omni-channel campaign include a
homepage takeover of and, digital, mobile and new
media ads, paid and organic social posts, YouTube videos, in-device
promotions on Sling TV supported devices, print ads and other
direct-to-consumer promotion. Sling TV subscribers will also see a
curated selection of Danny Trejo’s movies in their Sling TV guide
available to rent throughout the campaign.

With the launch of “Who’s Bad?!,” Sling TV also introduced a new
creative look and feel for the brand. The new look is sophisticated and
simplifies the brand’s key messages. Featuring large, easy-to-read font
against dark backgrounds, the brand now says more with less.

For more information about Sling TV, visit
View the new ads on Sling
TV’s YouTube channel

Sling Latino is Now Sling TV

Simple, affordable pricing and customizable packaging have always been
hallmarks of Sling TV. Over the past several months, Sling Latino
pricing and packaging have become simpler and more customizable. With
Monday’s debut of “Who’s Bad?!,” the Sling Latino brand has merged into
the Sling TV brand, folding Spanish language and bi-lingual packages
into the general market offering.

“The move reflects how our Latino customers have been buying Sling TV –
most want both the general market offerings of Sling TV and the
in-language and in-culture programming of Sling Latino,” said Eisen.
“Our pricing and new branding are designed to make it easier and more
appealing, following our customers’ lead on how they want to engage with

Since its launch,
Sling TV has grown its Spanish-language offering from 14 channels to
nearly 40 channels, and continues to attract Hispanic households

About Sling TV

Sling TV L.L.C., a subsidiary of DISH Network Corporation (NASDAQ:
DISH), provides over-the-top television services, including general
market, Latino and International live and on-demand programming. It is
available on televisions, tablets, game consoles, computers, smartphones
and other streaming devices. Sling TV offers two streaming services,
which collectively include more than 100 channels and programming
content from Disney/ESPN (Sling Orange only), Fox (Sling Blue only), NBC
(Sling Blue only), HBO®, AMC, A&E, Turner, Scripps, Viacom, EPIX and
Univision. Additionally, Sling TV offers a suite of standalone and
add-on Spanish-language programming packages tailored to
English-dominant, bilingual and Spanish-dominant U.S. households. Sling
International currently provides more than 250 channels in 19 languages
across multiple devices to U.S. households. Sling TV is a
next-generation service that meets the entertainment needs of today’s
contemporary viewers. Visit

Follow @Sling on Twitter: #TakeBackTV


Sling TV L.L.C.
Lacretia Taylor