Get ready for a story about how NBC’s blurbmeisters are trying to break through the promotional clutter by any … means … necessary.
As anyone who’s watched a Peacock primetime show in recent weeks knows well, the network’s marketing gurus have fallen in love with one very specific tool — particularly when it comes to ads hyping the net’s reality skeins.
In order to make certain promos stands out, the net has taken to slowing down the pacing of some spots and having its announcer dramatically pause between each of three distinct words or phrases.
Promos for “The Apprentice” have promised the “Best … Boardroom … Ever” and “All … Out … War. For “Average Joe: Adam Returns,” the net noted of the show’s star, “He … Can’t … Lose.”
Strategy has even been used for some scripted skeins, particularly dramas such as “Third Watch” (“Don’t … Miss … the End.”)
“We call it the NBC triple hit,” quipped Vince Manze, co-prexy of the NBC Agency.
“We need to get attention,” he said. “When you’re trying to stand out in a pod of commercials with million-dollar Coke spots, (a network promo can be) a piece of furniture. This is a way to get people to remember our spot.”
Of course, the fact that viewers — or at least reporters — have started noticing an abundance of the “triple hit” spots means NBC may have got a bit carried away with the concept.
“If we’re not over the line, we’re at the line,” Manze admitted. “We may have to fall a little out of love with it.”