Morning-Show Spin: ABC Uses Pharrell Williams’ ‘Happy’ To Counter NBC’s ‘Rise To Shine’

Behind the smiling faces on the nation’s two most popular morning shows lurks something slightly more sinister: Marketing campaigns designed to make viewers consider one over the other.

To celebrate March 20th’ s status as “International Happiness Day” (who knew?), ABC this morning unveiled a new video designed to celebrate – and call attention to – “Good Morning America,” the sunnyside program that upset NBC’s “Today” in 2012 to rank as the nation’s most-watched morning show. In the video, a host of Disney-backed anchors from ABC News, Fusion and ESPN cavort to the strains of Pharrell Williams’ new hit “Happy,” along with stars and personalities from ABC Daytime and ABC’s prime-time schedule.

The ABC effort comes after NBC in January launched a promotional salvo for “Today’ with the slogan “Rise To Shine.” At different times this year, NBCUniversal will promote “Today” across many of its media properties.

TV executives seem to have a fondness for “Happy.” At a recent upfront presentation held by The Weather Channel, the single was played at nearly every break in the action. The tune surfaced again yesterday at an upfront press event held for National Geographic Channel and Nat Geo Wild. Will the networks glom on to some other audio delight before too long?

More TV

  • ROSEANNE - "Knee Deep" - Roseanne's

    Our Staff Picks: TV Shows to Watch the Week of May 21, 2018

    Behind the smiling faces on the nation’s two most popular morning shows lurks something slightly more sinister: Marketing campaigns designed to make viewers consider one over the other. To celebrate March 20th’ s status as “International Happiness Day” (who knew?), ABC this morning unveiled a new video designed to celebrate – and call attention to […]

  • The Middle finale

    How ‘The Middle’ Will Say Goodbye After Nine Seasons

    Behind the smiling faces on the nation’s two most popular morning shows lurks something slightly more sinister: Marketing campaigns designed to make viewers consider one over the other. To celebrate March 20th’ s status as “International Happiness Day” (who knew?), ABC this morning unveiled a new video designed to celebrate – and call attention to […]

  • Lena Waithe

    Lena Waithe to Receive 'Trailblazer' Honor at 2018 MTV Movie & TV Awards

    Behind the smiling faces on the nation’s two most popular morning shows lurks something slightly more sinister: Marketing campaigns designed to make viewers consider one over the other. To celebrate March 20th’ s status as “International Happiness Day” (who knew?), ABC this morning unveiled a new video designed to celebrate – and call attention to […]

  • GREY'S ANATOMY - "Break Down the

    'Grey's Anatomy' to Bring Back Kim Raver as Series Regular for Season 15

    Behind the smiling faces on the nation’s two most popular morning shows lurks something slightly more sinister: Marketing campaigns designed to make viewers consider one over the other. To celebrate March 20th’ s status as “International Happiness Day” (who knew?), ABC this morning unveiled a new video designed to celebrate – and call attention to […]

  • Barack Obama Michelle Obama

    Barack and Michelle Obama Sign Netflix Production Deal

    Behind the smiling faces on the nation’s two most popular morning shows lurks something slightly more sinister: Marketing campaigns designed to make viewers consider one over the other. To celebrate March 20th’ s status as “International Happiness Day” (who knew?), ABC this morning unveiled a new video designed to celebrate – and call attention to […]

  • WORLD OF DANCE -- Season: 2

    Jennifer Lopez Says 'World of Dance' is Going Younger and Bigger for Second Season

    Behind the smiling faces on the nation’s two most popular morning shows lurks something slightly more sinister: Marketing campaigns designed to make viewers consider one over the other. To celebrate March 20th’ s status as “International Happiness Day” (who knew?), ABC this morning unveiled a new video designed to celebrate – and call attention to […]

More From Our Brands

Access exclusive content