By Barry Janoff
August 31, 2015: With the 2015 NFL season about to move from pre-season to the real deal, DirecTV continues to roll out humorous ads to support its NFL Sunday Ticket.
The new spot, which breaks this week, stars Indianapolis Colts quarterback Andrew Luck, whose cool self and well-trimmed beard has DirecTV Sunday Package, but whose challenged, uncool self has a beard that is out of control and who spends his football days watch only pieces of action on cable.
This is Luck's second spot for DirecTV, having appeared in "Hide and Seek" earlier this summer, in which the Luck without DirecTV lacks for quality NFL viewing and has plenty of time to play games with his cats.
Recent spots in the campaign have starred Eli Manning ("Bad Comedian"), Tony Romo ("Arts and Craftsy") and Randy Moss ("Petite Randy Moss").
They all follow in the footsteps of Rob Lowe, who played opposite inferior versions of himself intended to represent DirecTV's competition (awkward, creepy, less attractive, scrawny arms, meathead). The ads ended with the real Lowe offering, "Don't be like this me. Get rid of cable and upgrade to DirecTV."
DirecTV had to remove those ads this past April when Comcast complained to the Better Business Bureau that statements made in the campaign were unsubstantiated, which led to the BBB's National Advertising Division review board requesting that DirecTV either pull or redo the campaign.
Peyton Manning of the Denver Broncos also has an alliance with DirecTV and has yet to appear in this series of ads.
Lead agency is Grey, NY.
The campaign is breaking as AT&T has completed its estimated $67 billion acquisition of DirecTV, which claims more than 20 million subscribers.
The Manning Brothers previously appeared in commercials for DirecTV; Romo and Luck signed on this year.
“The Mannings demand excellence from their teammates, so we knew we had to go big in the first round and select the highest caliber talent to expand our roster.," Alex Kaplan, svp-marketing for DirecTV, said in a statement when Romo and Luck were signed. "Tony and Andrew were the most obvious picks. With four of the most prominent performers and personalities in the NFL, we’re taking our NFL Sunday Ticket marketing game to a whole new level.”
According to Luck, “There are a handful of products and ad campaigns that guys in the locker room pay attention to, and NFL Sunday Ticket is definitely one of them. I’m expecting a healthy dose of trash talk from teammates.”
The generic Lowe campaign was directly replaced by a series of on-going ads featuring model Hannah Davis and her talking horse.
In his latest 30-second spot, Luck raves about DirecTV's "Fantasy Zone channel. It's all things fantasy, all in one place."
Out-of-control beard Luck, meanwhile, has to get his fantasy stats on his lap top, which he conveniently pulls out of his overgrown chin hair.
DirecTV Luck continues to rave about the quality of the product. The not-so-lucky Luck sits at a table in a cafe and offers, "I happen to not be wearing a shirt."
"Don't be like this me," says the DirecTV-endowed Luck. "Get NFL Sunday Ticket. Only on DirecTV."
NFL QB's Manning, Romo Go All Rob Lowe For DirecTV Sunday Ticket