All Soaped Up

Proctor & Gamble is luring people to watch As The World Turns and Guiding Light–two shows it produces–with a promotion called Daytime Dollars. Viewers register online and get a code. Winning numbers are delivered the next day on the show. The promotion runs March 13 – Sept. 29, 2006.
Guiding_Light.jpg is the latest in a long line of daytime drama innovations for Proctor & Gamble Productions, which often is credited for introducing the “soap opera” style of provocative story telling. Beginning with one of America’s first daily dramatic serials, Oxydol’s Own Ma Perkins in 1933, PGP’s programs have encouraged audience loyalty and dedication to the products sponsoring the show. For PGP, the successful teaming of Procter & Gamble soap products with its serial dramas created the “soap opera” genre.
PGP originally premiered Guiding Light as a 15-minute radio serial in 1937, before moving it to CBS television in 1952. It is the only radio-to-television drama still in production. The show is the longest running TV drama ever, with (more than 14,800 episodes to its credit.
Last year, Guiding Light became the first television program to podcast entire audio episodes available for download from and Today, As The World Turns episodes also are available for podcast download.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.