Brighten Bay–A Soap For The Attention Deficient

Brighten Bay from Cheer is a new campaign from the P&G brand. Real-life soap star Cameron Mathison of ABC’s All My Children stars as Dr. Dan in the campaign.

A commentor going by the initials “E.S.” on The Ad Contrarian says, “I can even join in on the discussion about these pitiful stories, filled with insipid characters. But why would I do that? If this works, if this is the STATE OF OUR ART prepare me my cottage at The Villages!”
“Lighten up, Francis.” Whether or not the above is an homage or a parody of a lowbrow entertainment vehicle matters not. Matters of taste don’t appear in the ROI ledger. P&G is playing the content game, just like they have for decades, but not they’re adjusting for new media.
There will always be copious room for “ads,” but not online. Online, P&G’s packaged goods brands are going to entertain and inform, as they should.

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 now head of brand strategy and creative direction at Bonehook in Portland, Oregon.