Friday, January 25, 2008

New NBA Spots: Where Amazing Happens

Check out this ad campaign for the NBA:

This isn't one of their spots, I don't think - but the same premise:

You can see more spots here:

Folks, this is what I'm talking about. Making a connection. Being simple. Being different.

And now, without further adieu, the news promo version of NBA spots:

(fast paced sports music/crowd nats)

There is only one place you can get all the scores you need!

NBA Television.

Up to the minute NBA action with expert commentary you can count on.

NBA Television has got you covered...

every score... every foul... every night!

Plus get exclusive replays of the action with "NBA Rewind"... the game's best, most accurate look at each and every play... as it happens.

Who will win the big game? Which player will come out on top?

Don't miss any of the action from YOUR favorite team on NBA Television... your NBA television leader.

Wednesday, January 23, 2008

My Jerry Maguire Manafesto

It is interesting to hear comments about the WBZ spot I posted earlier this week.

And while I don't think it is the best spot I've ever seen, far from it, I do believe I "get" what the point is... and I think its a hard thing for us promo people to understand.

It's not about showing the anchors or touting our news coverage - there is a time and place for all of that.

We are so used to giving people topical information, so used to talking all about ourselves under the guise that "we're doing it for you", we're so used to "making it personal" by using the word you a lot - that I think we've rarely gone for the type of promotion WBZ is clearly going for.

Making a true connection. Being a "club", if you will, that the viewers want to be part of. Creating a true personality for the station that viewers feel represents their very own personality.

It's a lot like humor. I really like comedians that have my sense of humor. My sense of humor is influenced by certain comedians. They say the things I'm thinking or wish I'd have thought of.

It's like Starbucks. They represent something people want to be a part of. Come on, you knew it wasn't the coffee, right? They cultivated an image - one that customers wanted to be part of. It was cool to go there... hang out... carry your silly little Starbucks container. It was hip. You wanted to belong.

Can't a station make the same connection with people?

Every freakin' station in the country is basically the same. Isn't it possible to break out of that mold and create a connection to viewers in a way like never before? Topicals will always be important but should image get away from the same old generic promo shots and same old language?

Can I have an Amen?

You can't represent everyone - but if you can be that cool coffee shop or that clever comedian everyone wants to know and listen to... don't you think you could drive loyalty and ratings?

This little blog was right off the top of my head and I certainly haven't figured it all out - the good and the bad - so please, discuss. Tell me I'm nuts. Tell me I'm on to something... whatever.

And trust me - I understand there will be a lot of "oldtimers" left in the dust by this sort of thing. I, as an oldtimer myself, do not plan to be left behind. I want to find myself at the forefront of whatever is next in this business.

If we don't stop screaming the same promo bullshit and if we don't actually revolutionize this business and reshape the current messages viewers clearly aren't connecting to anymore - we're all in trouble.

Sunday, January 20, 2008


Check out WBZ's new promo. Smart. Simple. Tugs at your emotions.

and not once does it hammer you with bullshit promo language.

unique indeed.