This past summer NBC introduced a new ad format it was selling, called “Must hear TV.”
At the time, Jeanine Poggi of Ad Age wrote, “The way it works is the screen going out of an episode of a TV show would go dark and viewers would only hear sounds, like the crash of ocean waves or the rev of a motorcycle engine, before leading into a commercial pod.”
NBCU marketing executive Josh Feldman told Poggi, “The advantage of TV has always been it is a visual medium, but the truth is in a world where people are multitasking while watching TV the goal is to get them to stop what they are doing and pay attention. Audio can be a trigger for when people are looking away.”
Now, according to MediaPost’s Digital News Daily, Royal Caribbean is running the first “Must hear TV” commercial.
The story says that after seeing a black screen with audio of rushing water, “The spot then moves into footage of people enjoying a water slide at Royal Caribbean’s Perfect Day private-island resort at CocoCay in the Bahamas.
“The ad debuted in prime time on NBC on Sept. 26, and will also be aired on USA Network, Bravo and E!”