Rob lowe directv
Rob lowe directv, DirecTV’s ad campaign featuring thesp Rob Lowe’s alter-ego personas — he’s cooler and more confident as a subscriber of the satcaster, while creepy and lame as a cable TV sub — should be discontinued, according to an advertising trade group.
The Council of Better Business Bureau’s National Advertising Division, ruling on a complaint by Comcast, said DirecTV should discontinue certain claims made in a series of TV commercials featuring Lowe.
Comcast challenged multiple DirecTV claims in the spots, including that “With DirecTV you get 99% signal reliability” and that customers would get the industry’s “best picture quality and sound.”
DirecTV said it would appeal NAD’s findings. The company contended that “the various Rob Lowe advertisements are so outlandish and exaggerated that no reasonable consumer would believe that the statements being made by the alter-ego characters are comparative or need to be substantiated.”
NAD said it considered whether the ads at issue implied that DirecTV offers superior signal reliability, picture quality, sound performance, more sports programming, and more prompt installation and service than cable companies, among other factors.
The group said that although “humor can be an effective and creative way for advertisers to highlight the differences between their products and their competitor’s, humor and hyperbole do not relieve an advertiser of the obligation to support messages that their advertisements might reasonably convey — especially if the advertising disparages a competitor’s product.”
Decisions by the NAD, as a voluntary advertising arbiter among participating companies, are not legally binding.
The DirecTV ads — which feature the love theme from “St. Elmo’s Fire,” in which Lowe co-starred — do not cite Comcast specifically. Following its review, NAD said it determined that DirecTV’s testing substantiated its 99% signal reliability claim — but that it recommended the company drop claims that it has better signal reliability, shorter customer-service wait times and better picture and sound quality than cable operators.
In addition, NAD said that the claim “Don’t be like this me. Get rid of cable and upgrade to DirecTV” — which appears at the end of the commercials — conveyed a “comparative and unsupported superiority message.”
The DirecTV last fall was criticized by the International Paruresis Assn. for making fun of lame-Rob-Lowe’s inability to pee in front of others in one spot, calling it insensitive to those who have “shy bladder.”
The Council of Better Business Bureau’s National Advertising Division, ruling on a complaint by Comcast, said DirecTV should discontinue certain claims made in a series of TV commercials featuring Lowe.
Comcast challenged multiple DirecTV claims in the spots, including that “With DirecTV you get 99% signal reliability” and that customers would get the industry’s “best picture quality and sound.”
DirecTV said it would appeal NAD’s findings. The company contended that “the various Rob Lowe advertisements are so outlandish and exaggerated that no reasonable consumer would believe that the statements being made by the alter-ego characters are comparative or need to be substantiated.”
NAD said it considered whether the ads at issue implied that DirecTV offers superior signal reliability, picture quality, sound performance, more sports programming, and more prompt installation and service than cable companies, among other factors.
The group said that although “humor can be an effective and creative way for advertisers to highlight the differences between their products and their competitor’s, humor and hyperbole do not relieve an advertiser of the obligation to support messages that their advertisements might reasonably convey — especially if the advertising disparages a competitor’s product.”
Decisions by the NAD, as a voluntary advertising arbiter among participating companies, are not legally binding.
The DirecTV ads — which feature the love theme from “St. Elmo’s Fire,” in which Lowe co-starred — do not cite Comcast specifically. Following its review, NAD said it determined that DirecTV’s testing substantiated its 99% signal reliability claim — but that it recommended the company drop claims that it has better signal reliability, shorter customer-service wait times and better picture and sound quality than cable operators.
In addition, NAD said that the claim “Don’t be like this me. Get rid of cable and upgrade to DirecTV” — which appears at the end of the commercials — conveyed a “comparative and unsupported superiority message.”
The DirecTV last fall was criticized by the International Paruresis Assn. for making fun of lame-Rob-Lowe’s inability to pee in front of others in one spot, calling it insensitive to those who have “shy bladder.”
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