Selling Soap On The Intertubes

According to The New York Times, the intertubes is a time machine that one giant marketer is riding back to the 1940s and ’50s.

The company that brought soap operas to radio, then television, Procter & Gamble, is trying the same strategy online with “Crescent Heights,” a new show intended to reach young viewers where they watch the most — their PCs and cellphones.
The series, which is more sitcom than soap, focuses on a recent college graduate, Ashley, who moves to Los Angeles from Wisconsin to start a career in public relations, and her emerging circle of friends and romantic interests. Written, directed and produced by Hollywood veterans, the three-minute episodes are as polished as any television sitcom.
While the Tide logo makes occasional appearances, clothes are front and center. In one episode, Ashley attends a party and is horrified that her bright yellow dress is the only color in a sea of black, but the dress helps get her noticed by Eric, who plays the early foil to Ashley’s other suitor, Will.
“We want to speak to people about more than just laundry,” said Kevin Crociata, Tide’s associate marketing director. “We provide benefits to the fabrics she wears on daily basis. They have much more meaning.”



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.