Something New In TV Commercials

[landtuna]

If you watched ABC's "Revenge" Sunday evening you noticed a different type of commercial.

The entire hour was sponsored by Neiman-Marcus and Target. Instead of the usual commercial block they had a uniquely-designed commercial which featured some of the cast of "Revenge" receiving gifts of clothing with a message to meet at a specific time and place. A different cast member was featured in each break. At the end of the program they were all seen together where they were served champagne and given a speech by the character Nolan Ross.

This commercial most likely did two things that ordinary commercials don't do:

1. It segued from the program into the commercial almost seamlessly making it difficult to tell whether it was actually a commercial or a continuation of the program itself.
2. It captured your imagination and curiosity to the extent I doubt a single person wanted to miss it.

That is what I call extremely inventive advertising and is probably the answer to the problems discussed elsewhere with people skipping commercials. These were actually enjoyable to watch.

The sole caveat? Being a male I am not the least bit interested in either store or their products so the ads were a waste of money on me and perhaps the majority of males. However, for the women......

 

[KML0224]

Having my TV on FOX and then NBC, I must ask you this: Did the ABC bug come off the screen in the commercial segments?

 

[azumanga]

While it's new in modern TV today, it was done before back in the 1950s (and even earlier with radio), in which commercials for a single sponsor were integrated into the program itself.

 

[landtuna]

Having my TV on FOX and then NBC, I must ask you this: Did the ABC bug come off the screen in the commercial segments?

I noticed two bugs onscreen during the program (actually the normal bug and a hashtag) but I do not remember if the bug was onscreen during the commercial. I doubt it as normally they are not. I did DVR the show for my wife so I can look at it there tomorrow and tell you. The DVR is not a Hopper and does not skip commercials.

But that raises another point....are we so used to the bugs now that we don't notice them?

 

[landtuna]

While it's new in modern TV today, it was done before back in the 1950s (and even earlier with radio), in which commercials for a single sponsor were integrated into the program itself.

That's not what was done here. Although the show had a dual sponsor for the entire show (and the rest of the normal commercial block was filled with promos) the commercial was still a stand-alone and not actually part of the program. However, it was done in the same type of presentation that the show has so it looked as if it was part of it. Very clever.

 

[Darth_vader]

"That is what I call extremely inventive advertising and is probably the answer to the problems discussed elsewhere with people skipping commercials. These were actually enjoyable to watch."

I take it you've never heard any of the "Fibber McGee and Molly" episodes from the Harlow Wilcox era. This may be "new" and "innovative" as far as "modern" audiences might be aware, but it's really an old concept that goes back decades.

Whether or not it's actually been practised much throughout the years since then is another question.

 

[Joe_Capitano]

...are we so used to the bugs now that we don't notice them?

Nope. Still annoying as hell, and the lingering hashtags only make it worse.

 

[landtuna]

Having my TV on FOX and then NBC, I must ask you this: Did the ABC bug come off the screen in the commercial segments?

Yes. Neither was on during the commercial as you would expect.

 

[landtuna]

"That is what I call extremely inventive advertising and is probably the answer to the problems discussed elsewhere with people skipping commercials. These were actually enjoyable to watch."

I take it you've never heard any of the "Fibber McGee and Molly" episodes from the Harlow Wilcox era. This may be "new" and "innovative" as far as "modern" audiences might be aware, but it's really an old concept that goes back decades.

Whether or not it's actually been practised much throughout the years since then is another question.

I am familiar with the old radio and TV shows that did embedded commercials but this was different in that:

1. It used cast members from the show itself in the commercial (I know, Benny did the same thing)...but
2. Those old programs did not try to emulate the program itself. They were separate and distinct commercials. Last night's show emulated the look and feel of the show it sponsored.

If it has ever been done this way before I sure haven't seen it.