This April, DIRECTV is launching its newest brand campaign titled, “Overly Direct Spokesperson,” starring Emmy and Golden Globe winner and Succession star, Brian Cox.
The campaign, created by TBWA\Chiat\Day is the debut of DIRECTV’s all-new brand strategy platform, “Entertainment Without Compromise.”
The creative inspiration was bringing ‘entertainment without compromise’ to life via an uncompromising tone through a character who borrows “directly” from the brand’s name — for a campaign only DIRECTV could create.
This work aims to showcase DIRECTV’s superior customer service experience along with its latest functions and features – especially its access to the most local MLB games of any TV provider – just in time for baseball season.
Throughout the campaign, Cox interjects in various common consumer pain point scenarios where people are compromising on their TV experience and give some “direct” tough love to encourage people to switch to DIRECTV as the solution. Watch below:
REELated:
“I thoroughly enjoy being the Overly Direct Spokesperson in the new TV campaign for DIRECTV,” said Brian Cox. “The main broadcast spot is truly an ode to all that DIRECTV is doing to simplify their TV watching experience,” shares Cox.
“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,” adds Jason Karley, Executive Creative Director TBWA/Chiat/Day
Though this is an entirely new campaign approach, the connective tissue lies in how the brand positions its superior experience – from “the best of live and on-demand” which focuses on DIRECTV’s content offering to opening up the aperture to the slew of functions/features and customer service accolades that make up its superior experience.
The 360 campaign includes one :53 (long-form film), one :30, and eight :15s for TV, OLV, social and digital channels, which will run for nine months, and four radio spots.
