Grey N.Y. Moves Past Rob Lowe With New DirecTV Spots

By Erik Oster 

When Grey New York initially launched its “Versus” campaign for DirecTV, introducing “Creepy Rob Lowe” and “Less Attractive Rob Lowe” with two 30-second spots, we remarked that the formula could easily be adapted to work with other celebrities. Now, after thoroughly exhausting the possibilities of working with Lowe, and dropping the actor for a new campaign featuring Hannah Davis in April, the agency has done just that, with two new spots starring NFL quarterbacks Eli Manning and Tony Romo.

“Bad Comedian Eli Manning”(featured above), sees the New York Giants star QB appearing alongside an aging, hackneyed comedian version of himself. Manning (proper) of course, has DirecTV which gives him HD broadcasts of every NFL game with NFL Sunday Ticket. Bad Comedian Eli Manning, meanwhile, remarks that with cable he also gets HD, “as in huge disappointment.”

Romo’s ad (below), pairs the Dallas Cowboys star with “Arts & Craftsy Tony Romo,” which finds Romo transformed almost beyond recognition into a balding, gentle speaking lover of all things arts and craft, with a demeanor reminiscent of the late Bob Ross. Whoever did makeup on this one deserves a great deal of credit, but Romo’s performance in the role is also surprisingly convincing, as he channels his anger and frustration with inferior cable into paper mache creations.

Both ads breathe some new life into a campaign that seemed to have run its course, while promoting its enticing NFL package ahead of the beginning of the preseason in mid August. The question now is whether Manning and Romo will return, or if Grey New York will continue changing things up. Given the agency’s track record of working with both Manning brothers for DirecTV (they starred in ads for the brand in 2013 and 2014), we wouldn’t be too surprised to see Peyton Manning make an appearance next.


Credits:

Client: DirecTV, NFL Sunday Ticket
Agency: Grey, New York

—Spot: “Bad Comedian”
Chief Creative Officer: Tor Myhren
Group Creative Director: Steve Fogel
Group Creative Director: Doug Fallon
Copywriter: Steve Mcelligott
Art Director: Jerome Marucci
Account Team: Chris Ross, Beth Culley, John Baker, Danielle Weiner, Jake Wanamaker
Agency Executive Producer: Andrew Chinich
Agency Producer: Lindsay Myers
Production Company: Paramount Studios
Director: Tom Kuntz
Producer: Emily Skinner
Director of Photography: Jo Willems
Editor: Gavin Cutler, Mackenzie Cutler
Assistant Editor: Pamela Petruski
VFX: Framestore, Christa Cox Producer
Principal Talent: Eli Manning

—Spot: “Arts & Craftsy”
Chief Creative Officer: Tor Myhren
Group Creative Director: Steve Fogel
Group Creative Director: Doug Fallon
Copywriter: Kim Nguyen
Art Director: Marques Gartrell
Account Team: Chris Ross, Beth Culley, John Baker, Danielle Weiner, Jake Wanamaker
Agency Executive Producer: Andrew Chinich
Agency Producer: Lindsay Myers
Production Company: Paramount Studios
Director: Tom Kuntz
Producer: Emily Skinner
Director of Photography: Jo Willems
Editor: Gavin Cutler, Mackenzie Cutler
Assistant Editor: Pamela Petruski
VFX: Framestore, Christa Cox Producer
Principal Talent: Tony Romo

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