DISH: Wear the Pants

The Problem
Family TV time isn’t what it used to be. Everyone wants control – the kids, the parents, even the dog if it had thumbs. DISH needed a way to show that the Hopper 3, the world’s most powerful smart DVR, could finally make peace in the living room. The goal: prove that everyone can “wear the pants” when it comes to watching TV.

The Insight
In every family, the real struggle isn’t what to watch. It’s who gets to decide. By leaning into that universal power dynamic with humor, we could position Hopper 3 as the ultimate equalizer: the device that keeps everyone happy and every argument short.

The Solution
We created a playful national TV campaign built around the line “Everyone gets to wear the pants.” It celebrated the chaos of family life while showing how Hopper 3 gives every viewer total control over recording, streaming, or replaying on their own terms.

The campaign aired during DISH’s slowest sales period of the year and delivered standout results: sales spiked over 20%, awareness jumped into the top tier for Q2, and engagement outperformed all prior DVR campaigns. Hopper 3 didn’t just end arguments. It ended the sales slump.