ADVERTISING: The Demise of Creative?

Those of us (like NOISE) who believe (and know) that creative advertising can be effective advertising, find the concept of the "embedded product plug" somewhat distasteful and distinctly old school — you know, like classically bad Geritol commercials in the middle of some grainy 50s black and white variety show.

But as digital video recording becomes a staple in more television-viewing households, the fact is, according to Adweek, that formerly-coveted commercial times are being fast forwarded through in favor of content. In recent years, product placement (read: Paula Abdul sipping something out of her Coke glass or Jack Bauer taking no prisoners in his Ford Escort) has been utilized in all ways, and in all kinds of different programming. Now, however, advertisers are taking it a step further (cue the ominous music).

Embedded product plugs, reminiscent of those from early radio broadcasts touting their sponsor, are emerging as a new trend in live and live-to-tape television programs such as afternoon talk shows and late night programming. Jimmy Kimmel Live!, Late Night With Conan O’Brian, The Ellen DeGeneres Show and The Tonight Show with Jay Leno have all featured live commercials. In these live spots, one of the show’s personalities is typically featured in a skit using or promoting the product by name. Advertisers have found that live commercials score better, touting increased customer recognition of the brand, especially when followed with a traditional spot.

While live commercials fell out of favor with late night programs in the 1970s due to multiple sponsorships, embedded product plugs may be on the way back. Those of us who appreciate the value of the well-crafted advertising message can only shudder. Oh, and just for giggles, here's one of those well-crafted messages of yore.

SOURCE: Adweek, NOISE
Reported by: Lori Sansoucie, PR Director and John Sprecher