DirecTV succeeds with Brian Cox as ‘Overly Direct Spokesperson’

Dive Brief:

DirectTV launched a brand campaign, "Overly Direct Spokesperson," that stars Emmy and Golden Globe winner Brian Cox, according to details shared with Marketing Dive. It marks the debut of a new brand strategy platform, "Entertainment Without Compromise."
The creative features Cox offering tough love to those facing common TV pain points and includes a long form spot, one 30-second and eight 15-second spots that will run for nine months across TV, online video, social and digital channels.
Created with agency TBWA\Chiat\Day LA, the campaign sees Cox channeling his acerbic character from "Succession" in a way that allows the brand to engage with fans of the HBO hit.

Dive Insight:

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 allows the TV provider to tap into interest around the show while sidestepping an official collaboration with the network. The creative also features an orchestral soundtrack reminiscent of the show.

A 53-second long form ad sees Cox cutting down characters in a variety of scenarios, including making fun of a child's attempt at T-ball and kicking a family out of their own TV room. "Let me be direct, you're doing TV wrong," he bellows, before knocking remote controls to the floor in a Loganesque fit of rage.

"Other than being an incredibly seasoned and accomplished actor, we knew Brian could really pay off a 'direct' character and deliver on the type of tone we wanted our direct spokesperson to communicate — stern but still accessible and relatable," said Jason Karley, executive creative director at TBWA\Chiat\Day, in a statement.

The creative is the first part of the brand's new "Entertainment Without Compromise" strategy that keys into the company's customer service experience and functions and features, including a nod to its local MLB coverage that is 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 pop 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 continue to be a part of cultural conversations around TV that are central to its offering.