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