Return on Intention

During America’s Funniest Home Videos on ABC, Energizer ran a 30 second spot. You may have seen it, its the one where aliens jump start their flying saucer with jumper cables attached to the Energizer Bunnie’s ears. The spot was OK, but what played before it was even better.

Right before the commercial break Energizer sponsered a video clip on the show. They did it by first running a 5 or 10 second video overlay of Energizer, then showing a home video of a dog running around a living room and barking at the camera, and then doing it again, and again, and again, and …. you get the idea. The video had a voice over from the host of America’s Funniest Home Videos, so it was part of the show. Then after the funny voice over and the dog video ran for a minute, another overlay appeared from Energizer using the video as its example of how Energizer keeps going and going.

I just loved this, because I watched it. I don’t mean it was the greatest video I have ever seen, or that the voice over was really that great. When I say i watched it, i mean litterally. I didn’t fast forward my DVR like I did for the commercial that followed it. By integrating their message into the show in a contextually relavant way, Energizer received a welcome impression from me.

This entry was posted on Monday, November 27th, 2006 at 12:40 am and is filed under Doin' it right, Mar Comm. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.