There’s free—and then there’s actually useful. That’s the central idea behind Sling TV’s latest campaign from WorkInProgress, which cleverly reframes the word “free” by comparing the platform’s 600+ free TV channels with… well, free kittens.
Spoiler: only one of those comes with DVR.
In two new spots, Sling offers what it calls a “valuable lesson.” In one, you’re offered the chance to win cash and prizes just by watching TV. In the other, you get kittens. Free ones. But as the voiceover gently reminds us, “not all free things are created equal.”
The ads are simple, sharp, and slightly absurd—which has become a bit of a trademark for Sling under WorkInProgress’s stewardship. This is the same brand that’s previously mocked the confusing state of modern streaming and isn’t afraid to play the self-aware underdog.
Here, the humor is efficient. You get a deadpan delivery, a clear benefit (“free DVR,” “win cash and prizes”), and the kind of dry wit that makes the work feel grounded rather than gimmicky. It’s advertising that knows it’s advertising—and still manages to be likable.
Sling isn’t trying to reinvent the content game. It’s not selling prestige dramas or exclusive documentaries. It’s saying: want a break from subscription fatigue? Want free TV that’s not just a firehose of garbage? We got you.
And yes, it really does let you do that.
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