Grey NY Gets Creepy with Rob Lowe for DirecTV

By Erik Oster 

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.


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