Grey New York has a new campaign for DirecTV, utilizing the services of Rob Lowe.
Lowe plays himself and “Creepy Rob Lowe” in the 30-second spot “Creepy.” Regular Lowe has DirecTV, while “Creepy Rob Lowe” has cable, which causes him to do creepy things like watch people swim at the rec center when his cable is out. While it’s a bit of a logical stretch, the character (complete with creepy facial hair) is kind of funny and a welcome change for the brand.
“Less Attractive” features a similarly-minded character, the schlubby, balding “Less Attractive Rob Lowe.” While not as funny as “Creepy” and even more nonsensical, it’s still entertaining to see Rob Lowe dressed up as a balding, paunchy version of himself. The format for the ads leaves itself open to plenty of possibilities with other celebrities in the future, so this could be a long-running campaign if it catches on.
Credits:
Advertiser: DIRECTV
Campaign: Versus
Spot Titles: Less Attractive, Creepy
First Air Date: Creepy (9.22), Less Attractive (9.22)
Agency: Grey NY
Chief Creative Officer: Tor Myhren
Executive Creative Director: Dan Kelleher
Group Creative Director: Doug Fallon
Group Creative Director: Steven Fogel
Agency Executive Producer: Andrew Chinich
Agency Producer: Lindsay Myers
Agency Music Producer: Zachary Pollakoff, Amy Rosen
Account: Chris Ross, Beth Culley, Anna Pogosova, Aaron Schwartz, Meredith Savatsky, Eddie Mele
Strategy: Michelle Leo
Production Company (location): MJZ LA
Director: Tom Kuntz
Producer: Emily Skinner
Production Supervisor: Daniel Gonzalez
Director of Photography: Hoyte Van Hoytema
Editorial Executive Producer (person & company): Sasha Hirschfeld, Mackenzie Cutler
Editor (person & company): Gavin Cutler, Mackenzie Cutler
Assistant Editor (person & company): Ryan Steele & Mike Rizzo, Mackenzie Cutler
Mixer + Sound Designer (person & company): Sam Shaffer, Mackenzie Cutler
VFX (company): Method Studios, NY
VFX Supervisor (person & company): Jay Hawkins, Method Studios
VFX Producer (person & company): Carlos Herrera & Christa Cox, Method Studios
Casting (OCP): Francine Selkirk, Shooting From the Hip
Casting (VO): Nina Pratt and Jerry Saviola, Avenue 3 Casting