No Super-Bowl-Styled Ads for Katie’s Debut
September 8, 2006 12:22 PM
I, like millions of other voyeurs, tuned in for Katie Couric's Sept. 5 maiden voyage anchoring “The CBS Evening News,” even though I have not watched a broadcast evening newscast in years.
Sure, I looked at her hair, her white jacket, the new studio, the selection of news stories. But mostly I was surprised by the mundane quality of the TV ads.
With the countdown of her appearance afoot for months, one would think the ads would be of Super Bowl ilk for such a heralded event. Instead there was an ad for Vytorin, a cholesterol-lowering drug; one for Dr. Scholl’s innersoles; one for Advil, arthritis strength; and one for Lunestra, a sleeping pill. There were others for Campbell’s soup and some shower cleaner. Yawn.
Advertisers missed a major opportunity to crank up the creativity. Instead we saw the same old geriatric-targeted ads pushing products at the older demo. Madison Avenue blew it.