Chevy Snaps Up Tonight Show

September 2, 2005
Chevrolet has bought all the ad time in the Sept. 22 broadcast of NBC's The Tonight Show. And it has struck a deal to have the Impala’s leaping logo digitally embedded into backgrounds of five CBS programs including CSI; Yes, Dear; NCIS; How I Met Your Mother; and Threshold.

I know the trend is to find ways to get ad messages into the actual program content on TV instead of being relegated to just the commercial breaks when most of us are surfing for a ball game, getting a bowl of chips or opening the mail, but the Impala deal seems especially annoying to me. It’s as potentially annoying as the crowd of crawling data on the TV news screen while I’m watching CNN or MSNBC, or the changing digital ads behind homeplate during baseball telecasts.

My advertising sensibilities tell me that the best way to get someone’s attention for a $20K plus car is not to annoy and irritate them or conk them over the head. Like I guy I used to work with who chewed tobacco at his desk and spit the juice into a coffee cup…just because I remember you doesn’t mean I want you in my house.

For the Tonight Show deal, host Jay Leno will introduce five, pre-taped HHR segments in the advertising pods featuring comedian Andy Dick. Hmmmm. Is Andy Dick even still considered funny?

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