Michael B. Jordan is a carefree frontman for AT&T's latest DirecTV campaign, the first dedicated push for the brand's DirecTV Now streaming service.
The humorous campaign, running digitally, emphasizes the ease of watching TV via the service -- no contracts, hardware or restrictions on when and where to watch. The main spot sees the "Creed" and "Fruitvale Station" star shoving a number of things into a fire in a fancy wood-panelled room to demonstrate what you can now be "free" of; not only a cable box and cable contract, but a wedding ring, the couch, the room's walls and finally his own pants, as he floats off into the air. Other spots show Jordan blowing up a cable box, reminding us it's "live TV on a phone" in a "box in a box" type scenario, and shredding contracts.
BBDO created the spots, and Wayne McClammy of Hungry Man directed.
The ads continue AT&T's DirecTV push, which previously featured blockbuster, celebrity-filled ads starring Mark Wahlberg, with cameos from Tracy Morgan, James Marsden and others.
In the latest ads, Jordan doesn't seem as in his element as he did in previous commercial appearances. The over-the-topness somehow doesn't mesh as well with his intense, or laid-back vibe, leveraged more succesfully in an Apple ad he appeared in alongside Kobe Bryant, or in a promo for "Creed" that he directed himself.