TV Writers “Inspired” By Guerilla Media Placement

from The New York Times: During the summer, before the premiere of “Desperate Housewives,” the marketing executives for ABC Entertainment and their media planning agency, OMD, part of the Omnicom Group, came up with a list of unconventional promotions meant to help the series, a darkly comic nighttime soap, stand out amid the clutter of the new season. Among the ideas was emblazoning plastic dry-cleaning bags with ads for “Desperate Housewives.”
In early September, a company called Ambient Planet distributed about a million such bags in Los Angeles and New York. They bore photographs of four principal cast members of the series and the “Desperate Housewives” slogan, “Everybody has some dirty laundry.”
Fast-forward to last Sunday, when during the episode titled “Anything You Can Do,” the desperate housewife Lynnette Scavo (Felicity Huffman), trying to help her husband, Tom (Doug Savant), succeed, interrupted his presentation to business clients. Her suggestion to improve his campaign to sell the clients’ make-believe product, Spotless Scrub, to women: advertise on dry-cleaning bags.



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.