Grey NY Introduces Yet Another Rob Lowe for DirecTV

By Erik Oster 

Grey New York has introduced yet another Rob Lowe in its ongoing campaign for DirecTV.

Following on the heels of “Painfully Awkward Rob Lowe,” which apparently drew some criticism from shy bladder sufferers, the agency has returned with the self-explanatory “Scrawny Arms Rob Lowe.” The formula is the same as in previous spots, with Rob Lowe introducing himself as a DirecTV customer before a more unfortunate version of himself, who also happens to be a cable customer, comes along for comparison. In the new spot Scrawny Arms Rob Lowe watches ping-pong on a small screen and attempts to open a jar of mayonnaise. Like previous ads, it ends with Lowe saying “Don’t be like this me.”

While it may be that the series is running out of steam, “Scrawny Arms Rob Lowe” just seems like the weakest of the bunch so far. Whereas “Super Creepy Rob Lowe” and “Painfully Awkward Rob Lowe” found convincing ways of tying Lowe’s alter egos to the inferior quality of cable, “Scrawny Arms Rob Lowe” feels like an empty gimmick. Let’s hope Grey can up the ante with the inevitable follow-up and recapture the potential of this campaign.

Credits:

Client: DirecTV
Spot: “Scrawny Arms”
Agency: Grey, New York
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: MJZ
Director: Tom Kuntz
Producer: Emily Skinner
Production Supervisor: Daniel Gonzalez
Director of Photography: Hoyte Van Hoytema
Editorial Executive Producer: Sasha Hirschfeld, Mackenzie Cutler
Editor: Gavin Cutler, Mackenzie Cutler
Assistant Editor: Ryan Steele & Mike Rizzo, Mackenzie Cutler
Mixer + Sound Designer: Sam Shaffer, Mackenzie Cutler
VFX: Method Studios, NY
VFX Supervisor: Jay Hawkins, Method Studios
VFX Producer: Carlos Herrera & Christa Cox, Method Studios
Casting (OCP): Francine Selkirk, Shooting From the Hip
Casting (VO): Nina Pratt and Jerry Saviola, Avenue 3 Casting

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