Brian Cox puts the direct in DirecTV, bluntly criticizing those who have streaming and cable for their poor choices in a raft of new spots from TBWA\Chiat\Day LA.

The “Succession” star has long perfected curmudgeonly characters, and here he’s comically exasperated by what he sees as obviously stupid decisions. 

“Let me be direct,” he says in opening the spot below, with a measure of restraint—before quickly losing it. “You’re doing TV wrong!”

The campaign goes on to blast DirecTV’s competitors on various common consumer pain point—everything from channel selection to performance to customer service—with Cox giving some “direct” tough love to encourage people to switch.

Three more spots extend the idea, with themes involving water-cooler talk at work, a weird neighbor and a cable guy who’s both late and an aggressively poor driver.

Along with the spots above, there will be six more :15s. The work will run for nine months on TV, OLV, social and digital channels. There are also four radio spots.

“We’ve made it possible for DirecTV satellite and DirecTV internet customers to experience entertainment without compromise by providing the greatest variety of live and on-demand shows, sports and movies as well as seamless access to their favorite apps all without switching TV inputs,” said Vince Torres, chief marketing officer of DirecTV.

“I thoroughly enjoy being the Overly Direct Spokesperson in the new TV campaign for DirecTV,” said Cox. “The main broadcast spot is truly an ode to all that DirecTV is doing to simplify their TV watching experience.”

“Other than being an incredibly seasoned and accomplished actor, we knew Brian could really pay off a ‘direct’ character and deliver on the type of tone we wanted our direct spokesperson to communicate—stern but still accessible and relatable,” added Jason Karley, executive creative director at TBWA\Chiat\Day.