That is spoken by a father explaining to his son who asks why they can’t have DirecTV like their modern neighbors.
The campaign plays on the word, presenting a frontier-era family in a suburban neighborhood who stick to antiquated ways such as a horse-and-buggy and, oh yeah, cable.
The ad is funny...But the real emotion of this spot goes much deeper than cheap laughs. The real emotion here is assumptive embarrassment, a weapon DirecTV has been using for years. This particular ad suggests that anyone using cable is that Dad on a tractor in his front yard, a settler. Of course the creative idea is way over the top, but that makes the point sticky and tougher to take as a cable patron. And I’d wager some pretty hefty percentage of the cable viewers paused for a second and wondered, “Am I settling with cable?”
I am not embarrassed to reside in my ancestral patrimony, my historic homeland. And if a certain term contributes to that perspective, then I'll be a resident, a revenant.