AOL has delayed its first television commercial under Chief Executive Tim Armstrong because of creative differences, reports Advertising Age. The company had been expected to launch a $10 million campaign this week, the story reports.
Armstrong got involved in the creative side of the campaign, pushing to end the 60-second spots with people dancing next to the AOL logo. Armstrong attended auditions for the dancers, with two of the auditions taking place at AOL’s studio.
Former AOL Chief Marketing Officer Jolie Hunt didn’t like the creative direction Armstrong wanted, and their disagreements contributed to her departure last week, the story says.
Now, the first TV ad, which had been slated to air this week, will debut sometime in 2013.
"Where we are today with the campaign is not great and we want to move it from good to great," said AOL spokeswoman Caroline Campbell.
The spots have a voiceover from Jonah Hill and were supposed to air during the telecasts of "Monday Night Football" and "The Voice," the story adds.