Affiliates Run Ads, but Not If They Slam Books or Whales
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ABC received a hint its “TV Is Good” campaign wasn’t for everybody in June, when one slogan, “Books are overrated,” was vetoed by the network’s affiliates.
Some station representatives voiced concern about certain spots during their annual meeting in Orlando, prompting ABC to scrub that particular line following a show-of-hands vote.
Another billboard visible at that gathering--”The Whales Can Save Themselves,” suggesting that TV watching take precedence over do-gooder causes--also failed to make the cut.
ABC maintains the campaign celebrates TV and America’s love of it, with Jim Vescera, senior vice president of advertising, saying the goal was to be unique, not controversial, and that some critics haven’t gotten the joke.
While surprised by the response, ABC welcomes the attention.
“If everybody loved it,” Vescera said, “I’d be worrying if we had the right campaign.”
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