- DirectTV launched a brand campaign, “Overly Direct Spokesperson,” that stars Emmy and Golden Globe winner Brian Cox, in accordance with details shared with Marketing Dive. It marks the debut of a latest brand strategy platform, “Entertainment Without Compromise.”
- The creative features Cox offering tough like to those facing common TV pain points and includes a protracted form spot, one 30-second and eight 15-second spots that may run for nine months across TV, online video, social and digital channels.
- Created with agency TBWAChiatDay LA, the campaign sees Cox channeling his acerbic character from “Succession” in a way that permits the brand to have interaction with fans of the HBO hit.
As DirecTV’s “Overly Direct Spokesperson,” Brian Cox is clearly channeling his performance as misanthropic patriarch Logan Roy on HBO’s “Succession” in a way that permits the TV provider to tap into interest across the show while sidestepping an official collaboration with the network. The creative also features an orchestral soundtrack harking back to the show.
A 53-second long form ad sees Cox cutting down characters in quite a lot of scenarios, including making fun of a baby’s attempt at T-ball and kicking a family out of their very own TV room. “Let me be direct, you are doing TV incorrect,” he bellows, before knocking distant controls to the ground in a Loganesque fit of rage.
“Other than being an incredibly seasoned and completed actor, we knew Brian could really repay a ‘direct’ character and deliver on the style of tone we wanted our direct spokesperson to speak — stern but still accessible and relatable,” said Jason Karley, executive creative director at TBWAChiatDay, in a press release.
The creative is the primary a part of the brand’s latest “Entertainment Without Compromise” strategy that keys into the corporate’s customer support experience and functions and features, including a nod to its local MLB coverage that’s timed to the launch of the baseball season.
“Overly Direct Spokesperson” follows the brand’s previous “Get Your TV Together” campaign, also created by the agency, which featured popular culture mash-ups like football and the “Real Housewives” or Serena Williams and “Wonder Woman.” By nodding to Cox’s role on “Succession,” DirecTV can proceed to be a component of cultural conversations around TV which can be central to its offering.
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