I was watching Chuck the other day. In and of itself, there’s nothing unusual about this. Chuck is a brilliant show, and every time you don’t watch it, NBC kills two puppies and rearranges its late-night schedule. But during the season premiere of this excellent show, a strange sort of cut scene began. The stars of this scene, however, were not the main characters of Chuck, Sarah, and Casey, but side-characters Ellie, Morgan, and Devon (a.k.a. Captain Awesome) taking a road trip. It soon became clear that this was not an actual part of the show, but instead, a commercial for the vehicle they were driving in. I think it was a Honda of some sort. And what’s more, these three characters from the show were on their way to the Vancouver Winter Olympics, which also (coincidentally) will be broadcast on NBC.
I don’t watch as many commercials as I used to, because like everyone else with access to DVR, I’m usually fast-forwarding through them. But I stopped for this commercial, because I didn’t realize at first that it was a commercial. But I like the characters, and the commercial was actually telling a bit of a story. So I watched it, and the last few weeks, I’ve actually looked for the new “installments” of this ad campaign.
This week, watching Community (another show you should be watching. NBC kills three puppies when you don’t watch Community) I noticed another such ad. This time we had two of the supporting actors from the show, but they were playing “themselves” instead of their characters, having a business dinner and plugging TurboTax. And again, it was actually funny.
Ever since DVR and “time-shifted” television viewing started to become a factor, advertisers have had a problem. Commercials, after all, are what pay for most of our television content. It’s the reason we don’t have to pay a monthly fee to watch NBC the way we do for HBO. But if nobody is watching the commercials, why would anybody buy a commercial? And if nobody is buying a commercial, who’s gonna pay for me to watch Chuck? When I saw these two ad campaigns, I realized I was seeing an attempt to respond to this issue. Sure, they’ve been using product placement during the show, and it’s not anything new. In “reality” shows the product placement has gotten so ridiculous that you’d think Simon Cowell is an indentured servant to the Coca-Cola Company. But now we’re seeing the actors for the show we’re watching shilling products in-character, something that (if my memory of my communications degree is correct) used to be against FCC regulations in the United States. I first realized this was changing when Direct TV started its ad campaign featuring actors re-creating their famous movie roles to convince me that cable just wasn’t good enough. Now it’s making its way to current TV. Heck, the Chuck spots actually promoted three things at once: Chuck itself, the Honda Whatchamacallit, and the Winter Olympics.
And here’s the amazing thing. Neither commercial bothered me, because I found them both entertaining. Some people have a knee-jerk reaction to commercials, they hate ’em outright. But advertising is filmmaking, in a sense, and there have been some really entertaining commercials over the years. I like the Coca-Cola Polar Bears. I like the animated M&Ms. I like that Minute Maid commercial where the guy in the mall thinks he’s the father of a nun’s child. I look forward to the “Funniest Commercials of the Year” specials TBS airs every December. Great commercials are the reason that, most years, I’m more interested in the ad spots than the actual game on Super Bowl Sunday. (Here’s hoping this year will prove the exception.)
Then I realized one more thing. I realized a heck of a lot of things this week. I realized that Madison Avenue wasn’t trying anything new. Far from it. What I’m seeing here is a return to old-school advertising. If you look in the early days of television and the Golden Age of Radio, the actors themselves did ads during the TV show. A lot of the time they would even integrate the spot into the script itself. I love old-time radio, and I’m always amazed when I hear something like an episode of Duffy’s Tavern where one of the characters interrupts a poker game to talk about how awesome some archaic brand of pomade was, or how Camel Cigarettes would talk about some brave American serviceman that they were sending a few thousand cigarettes each week on Abbott and Costello.
It was okay then, and honestly, I don’t think there’s anything wrong with it now, really. Remember the secret, guys. We’ll forgive being advertised to if you can entertain us at the same time.
And you people go watch Chuck before Fluffy gets it.
ERIN UPDATE
Thanks to everyone who has expressed concern for my wonderful girlfriend Erin. She unexpectedly had to be admitted to the hospital on Tuesday, had her gall bladder removed yesterday, and came home to recuperate today. She’s doing okay, but we did get a bit of a scare there. If you want to read a much more detailed (and entertaining) account of her ordeal over on her own blog in today’s post, The New and Improved Erin Patricia, Now With Fewer Internal Organs!
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