We've seen the "X puts you right in the action" idea before, but none looked quite as bizarre as the bearded man among synchronized swimmers.

Leading full-service marketing communications agency Wing (www.insidewing.com) is launching a new campaign for DIRECTV Latin America showcasing how DIRECTV lets viewers experience being at the Olympics from the comfort of their own couch. The campaign “DIRECTV Olimpiadas” uses CGI technology to transport consumers into the commercial, turning them into Olympic athletes.
Wing’s effort for DIRECTV highlights the superior experience DIRECTV offers its users when it comes to sports and entertainment. With over 900 hours of coverage and unique interactive tools utilized throughout the Olympics, watching the Olympics with DIRECTV could make the difference between watching and “living” the Olympics.
Wing demonstrates this difference in two: 60 second spots that superimpose two viewers’ heads onto athletes’ bodies. The spots illustrate that whether it’s the 100-meter sprint or synchronized swimming, the DIRECTV experience “transports” consumers straight to the games --unlike any other service can.
The spots were produced in collaboration with production house Blue Source and award-winning post-production company The Mill, along with esteemed Director Robert Laggatt and under the direction of Tania Salter, VP/Head of Production at Wing.
Wing was awarded creative duties for the campaign by DIRECTV in November of last year. The televised spots will air in Argentina, Chile, Colombia, Ecuador, Peru, Uruguay, Venezuela, Puerto Rico and the Caribbean.
“DIRECTV allowed us to take an original approach with CGI, leading to rich and engaging creative,” said Renata Florio, Chief Creative Officer of Wing. “We created a way for consumers to be transported into the commercial, allowing DIRECTV to reach audiences on a personal level.”

Chief Creative Officer: Renata Florio Creative Director: Renata Florio Associate Creative Director: Alvaro Naddeo Associate Creative Director: Ruben Salavert Art Director: Anthoni Rodriguez Senior Copywriter: Omar Kardoudi Producers: Tania Salter Account Executive(s): Carla Noriega Director of Photography: Eduardo Martinez Solares. Production Company: MJZ Productions Director: Robert Leggatt Executive Producer: Kate Leahy Line Producer: Mark Hall Editing House: Editor: Jon Devries Producer: Sarah Brooks Music House: Composer: Cortes Cortes Producer: Javier Cortes Sound Design: Wave Music Audio Mixer: Javier Cortes
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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.