DISH: Remote Control

The Problem
TV customers were fed up. Hidden fees, rising rates, and surprise charges had eroded trust across the entire industry. DISH wanted to stand apart by promising something simple and unheard of in TV – a three-year price guarantee with no hidden fees.

The Insight

Nothing kills loyalty faster than a surprise on your bill. People don’t expect perfection from brands, but they do expect honesty. By visualizing the frustration of “fee fatigue,” we could highlight what made DISH different: transparency that actually meant something.

The Solution
We created a national TV campaign built around a simple but powerful image, a remote control fused with a credit card reader, as a metaphor for the hidden costs customers face with other providers. The spots captured the irritation of every “surprise charge” moment while positioning DISH as the brand that finally says what it means.

The campaign resonated strongly. Brand trust scores climbed 25% and consideration rose 18%. When you strip away the hidden fees, you don’t just win customers—you earn believers.