(Part 2 in a 2-part series examining a current campaign.)
In my post from last week, I wrote about DirecTV’s most recent campaign featuring Rob Lowe in a series of very entertaining commercials. And while I lauded the campaign for having “great legs,” I also alluded to some parts of it that might not be so appealing.
Each spot starts out with the line “Hi, I’m Rob Lowe. And I have DirecTV.” It’s then followed by another “version” of Mr. Lowe – we’ve seen “overly paranoid” Rob Lowe, “meathead” Rob Lowe, “super creepy” Rob Lowe, “scrawny arms” Rob Lowe and others, all of whom complete their introduction with the sadmission “and I have cable.”
So the joke, of course, is that this is Rob Lowe playing other characters to highlight the DIFFERENCES between DirecTV as a television delivery service and cable carriers (sort of all lumped together.) In some spots, the focus is on sports programming. In others, its uptime. So features and differentiation points abound.
And as I mentioned, these spots are FUNNY. They’re well-written, with a rhythm and a meter that you don’t often see in many spots today. Kudos to the writers over at Grey for developing this campaign (word on the street is that five new executions will appear this year,) with a wit and a style that’s very clean.
So what could possibly be WRONG with these spots?
DirecTV is using these spots to say that they’re decidedly a better brand, based on features and the benefits they deliver. Which is fine. Brands in the same category have been beating the snot out of each other for the better part of a century. No big woop.
But the underlying tonality of these spots is a mocking one. These spots imply that if you have cable, then YOU are some sort of creepy/scrawny/awkward goon. So, for one, that’s just not nice. Two, it’s not really funny when you mock someone for who they are. (But they get away with this – deftly, I might add – by making it a “version” of Rob Lowe…so there’s always that reminder that you’re suspending your disbelief for 30 seconds.) Three – and this is the doozy – who in the world does DirecTV think are their best targets? Yeah. It’s cable customers. The very people they hope to acquire as DirecTV subscribers.
So, basically, DirecTV is making this statement to cable customers: “Hi, I’m going to make fun of you, and lump you into a loser category of some sort, and make you look foolish, and then I hope that you’re super enthused to buy my product.” See how the logic there is a little goofy?
An interesting side point here: unlike most tete-a-tetes between brands (think Coke v. Pepsi, McDonald’s v Burger King, etc.) this campaign isn’t against a key competitor. It’s against a whole category. Single brand (DirecTV) takes a broad swipe at an entire category (cable companies.) It’s brilliant, strategically…because it’s hard for cable companies to organize a counter-strike. [Sidebar: it’s a lot like the Mac vs PC spots (TBWA/Chiat Day) that launched (yikes!) nine years ago. In that campaign, it was a single product against a whole category, too.]
Overall, I’m splitting hairs here. These ARE funny, well-thought, well-executed television commercials that have all the important ingredients: a good strategy, strong production, great performances, and a simple and strong call to action (every spot ends with the decisive “get rid of cable.”)
There’s a very fine line between caricaturing and name-calling. And that line gets even thinner in advertising. I think the coming executions will be even more outlandish and more comical than the ones we’ve seen. But I’d LOVE to see the results data on this one, and see if any of the name-calling backfires. After all, a lot of meatheads DO subscribe to cable.