Brian Cox is DirecTV – Watch’s overly direct spokesperson
The ‘Succession’ star goes meta with a new campaign on Waystar Royco media art.
Brian Cox is telling unreliable cable providers to fuck off.
The Succession Emmy-winner debuted his latest role as Overly Direct Spokesman for DirecTV. The Persona is part of the new campaign surrounding the wireless Gemini option with Android TV support.
“Let me be direct: you’re doing TV wrong!” Cox roars in the hilarious commercial directed by Jody Hill.
The campaign slogan is: “Stop compromising, start observing.”
“I really enjoy being the overly direct spokesman,” Cox said in a press statement. “The main show spot is truly an ode to everything DirecTV does to simplify your viewing experience.”
Cox’s DirecTV deal reflects his “successor” role as head of media conglomerate Waystar Royco. Cox’s iconic performance as Logan Roy caught the attention of TBWA\Chiat\Day Managing Director Jason Karley, who told Muse by Clio Cox was the first choice for the campaign.
“We had backups, of course,” Karley said. “But he was the prototype and the dream. He has a unique ability to sound both genuine and caring and critical and unfiltered in one sentence.”
“Succession” comes to an end with its current fourth season. Cox admitted he will miss the cast, adding, “I’ll miss the atmosphere, I’ll miss the bonhomie. [My character] Logan, probably, I’ll miss a little bit. But upwards and further.”
Cox continued on Entertainment Tonight, “In a way, I’m glad it’s over. I think we’re at the point where the show has reached its natural conclusion.”
Cox cited series creator Jesse Armstrong for closing the viral show at the right time.
“Jesse won’t let anything go any further than necessary,” said Cox. “A lot of shows stay longer than welcome and I think our show is perfect and neat the way it is.”
Armstrong announced in February 2023 that “Succession” would be saying goodbye this year.
“The word that comes to mind is ‘natural,'” Armstrong said of the ending. “I hope that when people watch this season, they feel like she’s in a natural form. That’s how I put it up in my writer’s room, hoping that I’d resist it so we can see a way to do more seasons because I love working with these people. I think the form of the show gives a sense of completeness and rightness.”
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