DISH: Men of the Mall

The Problem
The DISH Anywhere app lets customers stream 100% of their live and recorded TV wherever they are, but few people knew how powerful it really was. The holidays gave us the perfect moment to prove it to a very specific audience: the bored, bag-carrying Men of Mall.

The Insight
Everyone knows the scene. The men slumped on benches, scrolling aimlessly while their partners shop. If they’re already killing time on their phones, why not give them something actually worth watching?

The Solution
We hit the malls and captured real “man on the street” moments to show the pain and humor of holiday waiting. The videos ran across Facebook, Instagram, and Twitter, positioning DISH Anywhere as the ultimate boredom killer for men on shopping duty.

The campaign delivered real results. Social engagement doubled, and for once waiting around at the mall wasn’t a total waste of time.