Everyone's An Expert

It was exciting sitting with the legendary Jack Valenti in front of the Senate Commerce Committee Thursday presenting our new campaign to teach parents that they can block age-inappropriate television content.  We are very proud of our partnership with virtually all television organizations on this campaign.  And Jack deserves tremendous credit for brokering this unprecedented collaboration among otherwise warring industries.

The campaign, which depicts parents speaking with characters from TV shows that are not suitable for young children, was the creation of McCann Erickson New York.

As with all Ad Council campaigns, the creative was rigorously tested with focus groups, and parents reported that they understood the message -- you can block programming you don't want your children to see.  Furthermore, they founds the ads funny and were motivated to go to the website, http://www.thetvboss.org/, to learn how to activate blocking technologies.

Overall, the press surrounding the creative was positive, including a story Tuesday in The Washington Post.  But it never ceases to amaze me how some reporters, fortunately just a few so far, found "experts" to criticize the creative.  (Funny how often these are college professors.)  Those who didn't like the creative felt the parents wouldn't "get it" and that the campaign should be a demonstration of the technology.

Of course, these critics didn't do any research.  And I feel it's rather condescending that they find subtlety lost on today's parents.  Plus, the TV industry has been running demonstration ads for over two years and parents still report that they don't know about the blocking technology.

But this smart creative, which parents do get, is being backed by $300 million of TV time by all broadcast, cable and satellite providers.  So I think we have an excellent chance to "move the needle" on parents' involvement in managing their children's television viewing experience.

I can't wait to report the tracking results on this new campaign.  Not only will it prove the critics wrong, more importantly, it will mean parents have taken control!

Comments

[K Fanale]

As an Italian American, I find this ad offensive. Negative stereotyping of Italian Americans as mobsters has become so commonplace, I'm not surprised it did well with focus groups. We get enough defamation from "The Sopranos" and I think it's wrong for the Ad Council to perpetuate this stereotype. I urge you to pull the Mob ad.

[Jen]

I think these ads are great. They urge parents to really be parents, to actively participate in their children's entertainment. I feel that this personal responsibility is being lost with organizations that permit people to place blame on others, such as the FCC.

As to your feelings, K Fanale, I'm sorry you feel that this is a stereotype that offends you; however, I believe that it touches people in such a way that they understand the parent's position. In advertising, stereotypes are very useful, as in this case. The audience can clearly see that this may be a Soprano's-like show that is blatantly inappropriate for children.

[Kristi]

I also found this commercial to be VERY offensive. You are promoting violence (the woman got hit over the head with a shovel). What is so funny about that?
I think another focus group needs to be chosen. This time, how about i'll be in charge?!