Branded Entertainment / Sponsor Integrations
Various spots and franchises that integrated advertisers into branded content. Writer and Creative Director on all.
Toyota "Live Commercial" on Hot in Cleveland
Hot in Cleveland was airing a live episode, so why not try to pull off a live commercial, too? The show's production team, the stars and the clients all created challenges along the way, but I helped manage the collaborative process and came up with a script that everyone bought into... and neatly managed to incorporate Toyota's tagline.
The New York Times – March 25, 2014
Advertising – Stuart Elliott
“In another back-to-the-future moment on Madison Avenue, the season premieres on Wednesday of two series on TV Land will include, for the first time, live commercials delivered by cast members of the shows.
Live commercials were once a mainstay of television, and radio before that, as were what were known as cast commercials, spots that featured stars of shows, frequently still in character playing the parts from their programs. They were staples when marketers and agencies owned the series and controlled the content as well as the ads.
Both types of commercials virtually disappeared after the 1960s, when the sponsorship model was phased out in favor of the networks holding the programming reins and selling spots 15, 30 or 60 seconds at a time. Now they are making a comeback of sorts as part of the trend known as content marketing or branded entertainment as advertisers seek to weave sales pitches into shows to make ads more appealing — or, at least, less annoying — to consumers.”
Soul Man Live for Bush's Beans
And the live episode of Soul Man wanted to play, too. So I channeled all my inner sassiness to write this script for Niecy Nash.
At the Poocharelli's
A branded entertainment series we created at Nick at Nite for Febreze. Each :90 episode was a complete sitcom, beginning, middle and end, featuring a cast of dogs (and the occasional owl or cat). Each incorporated a Febreze product.
I created the concept and wrote the scripts. More episodes of At the Poocharelli's are available in The Vault
The New York Times - March 13, 2006
Advertising - Stuart Elliott
"To what lengths will giant marketers go these days to reach busy, distracted consumers? They seem to be going in all sorts of directions, from 90 seconds for "blink and you miss them" sitcom episodes to be sponsored by Procter & Gamble on the Nick at Nite cable network to 90 minutes for a coming theatrical film sponsored by Ford Motor.
The short Procter sitcoms, titled "At the Poocharellis," promote the Febreze line of fabric care products, which are woven into the plots of several episodes. Each of the eight microepisodes simulates the experience of watching a sitcom of regular length, including the expected commercial break, which in this instance lasts just long enough to say, "Febreze, it's fresh." (A 15-second Febreze spot will follow after each episode.)
Previews of the episodes, featuring actual dogs playing a quintessential television-sitcom family, are scheduled to appear next Monday and March 30 on the Nick at Nite Web site..."
Toyota: Never High Maintenance
We needed a way to connect Hot in Cleveland sitcomic hijinx to the brand values of Toyota in a simple clip-driven spot.
Purina: Box of Puppies
What do women want? A handsome fireman with a box of puppies, that's what.
Live More, Laugh More - Schiff
We created this sponsor franchise specifically for clients who required numerous copy points. Anchored by the "Laugh More, Live More'' tag, the spot answered the desire for positivity and addressed our demographic.
IHOP: Same Old Breakfast?
International House of Pancakes integration.
Then & Now
Created and wrote this TV Land franchise to parallel changes in pop culture from a demographic perspective on behalf of our sponsor All Bran.
Poise. She's Got The Look
Yes, but can he write about incontinence? An accident during the reality competition show for models over 40 led to an ad sales opportunity. My script helped sell it to the client and the network.