Comcast has a problem with “Super Creepy Rob Lowe,” and the cable giant now has the backing of the Better Business Bureau in its fight against the impossibly handsome actor and all his alter egos, also including “Crazy Hairy Rob Lowe” and “Painfully Awkward Rob Lowe.”
The BBB’s National Advertising Division, acting on a complaint from Comcast, says that DirecTV’s commercials featuring Lowe and his mutant versions make misleading claims on DirecTV’s behalf in their commercial spots. The ads started appearing late last year and have caused a big splash—mainly because they’re really weird and most of them are hilarious.
But the NAD now says the ads must be changed. For instance, it says DirecTV’s claim that it offers picture quality of “up to 1080p” is misleading because only a few programs with such high resolution are available.
The polished, confident Lowe is meant to represent DirecTV in the spots, while his alter egos are meant to represent the company’s cable competitors. “Don’t be like this me,” the “real” Lowe tells viewers. “Get rid of cable and upgrade to DirecTV.”
Even that line, which seems like standard-issue puffery, was too much for Comcast and the NAD, which said it improperly implies that DirecTV is superior to cable and should be dropped from the spots.
In its statement, the NAD said: “Although humor can be an effective and creative way for advertisers to highlight the differences between their products and their competitors, humor and hyperbole do not relieve an advertiser of the obligation to support
Article source: http://time.com/3813798/rob-lowe-directv/