The “4th Wall” campaign positioned DIRECTV as the provider that entertained them the best by connecting DIRECTV with iconic moments in entertainment. We enlisted Hollywood stars to recreate scenes from films or TV shows (such as William Shatner in Star Trek) that were popular with our target. These characters “broke scene” in the clips to deliver a relevant message about DIRECTV. These spots grabbed the target’s attention and had a clear “how did they do that?” quality.