‘Jeopardy!’ Promos Play With History

Sep 28, 2008  •  Post A Comment

For some, the true benchmark of celebrity is becoming a clue on “Jeopardy!”
Entering its 25th season, the CBS Television Distribution game show is capitalizing on its cultural capital with a new series of promotions from marketing firm DG Entertainment.
“Jeopardy’s” new series of ads, entitled “My Proudest Moments,” features historical figures like Attila the Hun and Betsy Ross recounting the date they knew they had made it into the history books by becoming an answer on the show.
“When you become an answer on ‘Jeopardy!,’ you know you’ve arrived,” DG Entertainment President Robbie Davis said.
Mr. Davis said coming up with the campaign’s theme required his team to mine an aspect of the game show that hadn’t been tapped.
The very longevity of the show he was tasked with celebrating was a blessing and a curse, he said.
The “Jeopardy” campaign is using only historical figures, but Mr. Davis said the original pitch included more current faces, including popular cartoon characters.
“Hopefully we’ll come back and attach the campaign to more modern figures,” he said.
DG Entertainment also is producing a second year of promos for the 26th year of CBS’ “Wheel of Fortune,” featuring actors dressed up as letters backstage at “Wheel.”

Hard-Working Promos
CBS Television Distribution is using the letters in online and live promotions for “Wheel.” Plans also are in place to use the “Jeopardy!” historical figures in the same way as “Wheel” is using its letters.
DG Entertainment also has been hired by 20th Television for a series of spots to promote the 10th anniversary of “Divorce Court.” The promos show married couples getting in comically awkward spats, including a wife catching her husband getting a late-night call from a possible fling.
The job of creating the promos almost went to director John Landis, but Rob Cohen, director of “The Fast and the Furious,” stepped in to work on the spots, which have been shot like mini-films.
The “Wheel” and “Divorce” spots are currently running, while the “Jeopardy” spots are scheduled to begin airing in show the week of Oct. 13.

Correction of characters in ads in third graf, 12:18 p.m. PST


  1. Thw “wheel” promos I have seen are similar. A woman wearing a letter, similar to the above, is in a crowd. A polce officer asks her if that’s a new letter. I saw that one on “local 4”, Detroit.
    As for Jeopardy… i like the localism I saw the other night! A Windsor, Onterio contestant was on… and Alex promoted a “Metro Detroit” local contestant. Makes it look more creative. I never to this day, saw anything like that on WTOL, my local station with Jeopardy.
    Good Job alex and “Local 4”, for keeping it fresher and local!

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