mono Makes Television

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In a sign that agencies are getting more deeply involved in content creation (not advertising), mono—an advertising agency within the MDC Partners network—was called on to create 26 original segements to open each episode of Sesame Street’s 38th season.
Each episode begins with an interview with people and animals of all ages who introduce and define the day’s “Word on the Street.” To help reinforce language development, these 26 new words, such as “tricycle,” “predicament” and “squid,” are repeated later in the show as part of the “street” story and in a series of hilarious celebrity segments in which stars such as Jon Stewart and Ellen DeGeneres explain the meaning of the day’s word.
“We were thrilled about the opportunity to take a larger brand role beyond traditional advertising,” said Chris Lange, creative director, mono.



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.