On Sundays, the American TV networks only air local NFL games. That’s why devoted football fans need DIRECTV’s NFL SUNDAY TICKET™ package, which allows fans to watch every game of the NFL season as well as enhanced content. And for the over 60 million fans that don’t live in the hometown of their favorite NFL team, it is the only way they can see their team play on Sunday. Focusing on those “displaced fans,” we explored the flip side of how getting “Every Game. Every Sunday,” affects the local fans around them. The campaign played on the fanatical loyalty people have to their home team and the conventions of American football culture to illustrate the features DIRECTV provides.Boston fans have a reputation around the country of being so outwardly devoted to their teams that they can fairly be described as “Massholes.” In the spot, two residents of Foxboro, the home of the Patriots’ stadium, are appalled when a rival Miami fan moves in next-door and watches the Dolphins games with DIRECTV.