Below is an excerpt from Stuart Elliot's Feb 19 article.
As more of the prime-time TV schedule is turned over to reality series, which many advertisers disdain for their questionable or even sketchy content, the Academy Awards remains appealing to blue-chip brands that want to be associated with programming they consider prestigious.
“It’s a great environment for us,” said Kevin McKeon, partner and executive creative director at the New York office of StrawberryFrog. The agency produced three commercials for the show for the True North line of nuts sold by the Frito-Lay division of PepsiCo.
“When people watch the Oscars, they’re watching the best films of the year, the best stories of the year, the most inspiring,” Mr. McKeon said. “It’s the right place for this brand to be.”
The True North commercials present everyday Americans who, according to Regan Ebert, a vice president and general manager at Frito-Lay North America in Plano, Tex., “have found their True North, their true passion, and inspire others.”
One spot will reveal the winner of an essay contest sponsored by True North, which Ms. Ebert said had drawn 2,300 entries. The spot was directed by the actress (and Oscar winner) Helen Hunt.
The show is an effective way to reach female consumers. It is often referred to as “the Super Bowl for women” because in many years, more women watch the Academy Awards than the Super Bowl.
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