When NBC airs its musical production “Hairspray Live!” tonight, not only will the production be live, but so will some of the commercials. The AP reports that Toyota, Reddi wip and Oreo cookies will be among the marketers taking part in the live spots.
“NBC hopes some innovative approaches will keep viewers interested and point the way toward more creativity among advertisers at a time viewers are accustomed to fast-forwarding through commercials,” the story reports. “The live musical, which is quickly becoming a December tradition for NBC, is ‘the biggest test kitchen that we could possibly have,’ said Linda Yaccarino, chairwoman of advertising sales and client partnerships at the network, on Tuesday.”
Toyota will reportedly air a live commercial in the style of the musical’s 1960s setting, showing both a 2017 Corolla and a 50-year-old model of the car.
“During another break, Reddi wip will be featured in a musical commercial choreographed by the ‘Hairspray Live!’ team and featuring crew and cast members,” the AP reports. “NBC says it is inspired by the whipped cream brand’s history of being delivered to the door by milkmen years ago.”
Additionally, NBC will run some commercial breaks showing live backstage scenes from the musical on a split screen with the commercials.