Painfully Awkward

Agency Network: 
October 2014


Film advertisement created by Grey, United States for DIRECTV, within the category: Media.

Advertising Agency: Grey, New York, USA
Chief Creative Officer: Tor Myhren
Executive Creative Director: Dan Kelleher
Group Creative Directors: Doug Fallon, 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 LA
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 Editors: Ryan Steele, Mike Rizzo / Mackenzie Cutler
Mixer + Sound Designer: Sam Shaffer / Mackenzie Cutler
VFX: Method Studios, NY
VFX Supervisor: Jay Hawkins / Method Studios
VFX Producers: Carlos Herrera, Christa Cox / Method Studios
Casting: Francine Selkirk / Shooting From the Hip
Casting (VO): Nina Pratt, Jerry Saviola / Avenue 3 Casting
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Highest Rated

damnson's picture

What the hell did I just watch?

Activity Score 11517
Copywriter |

An axe murderer of ads.

damnson's picture

What the hell did I just watch?

Activity Score 11517
Copywriter |

An axe murderer of ads.

kleenex's picture

A very crappy ad for DirecTV..

Activity Score 58777
Web Designer/Developer
Amanda Janczak's picture

I do not think this TV commercial effectively advertises DirecTV.

First of all, why is Rob Lowe the spokesperson for DirecTV? Although Lowe is a famous actor, I think it would be much better to have the spokesperson in the ads be someone who is currently starring in a popular TV show. This could then be used as a way to draw more viewers to DirecTV if that actor or actress in the commercial people see is in a show that is on DirecTV. A popular sports figure would also work well as a spokesperson in the commercials because DirecTV is known for having the most sports channels. This could then help convince sports fans to get DirecTV.

Second, what is up with the Rob Lowe and painfully awkward Rob Lowe concept? Every time I see one of these commercials, I wonder why they are even on TV. I cannot believe DirecTV is spending any of its advertising budget on these. I do not find these commercials creative, but rather just plain stupid.

I actually just learned in one of my classes that these commercials had to be changed from the original concept of rich Rob Lowe and poor Rob Lowe because viewers criticized the ads for making fun of the poor. Now instead of the rich/poor concept, I see this as a cool/nerd concept. It seems to be saying that cool people get DirecTV. I think they could have come up with a much better message than that.

Many advertisers have a goal of what they want viewers to do in response to an ad. For this commercial, the goal is to get cable providers to switch to DirecTV. I do not think offending cable viewers by portraying them this way is going to accomplish that.

Lastly, I had to replay this commercial to listen to whether it actually said anything positive about DirecTV. Although Lowe makes a case for DirecTV being better than cable, I was so focused on the weird concept of the awkward Rob Lowe and trying to figure out what I am in fact watching that I just missed all of that.

Overall, my opinion on these painfully awkward commercials: just that, painfully awkward.

Amanda Janczak
Activity Score 21
Andy35's picture

This is a great campaign.

Activity Score 14
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