​CBS has rolled out a first-of-its-kind on-air holiday campaign that blends live-action with the retro “Animagic” animation technique featured in Rudolph the Red-Nosed Reindeer as part of the network’s celebration of the 50th anniversary of the holiday classic.

The spots, which launched on Thanksgiving, feature stars from 16 different CBS series congratulating Rudolph and his sidekick Sam the Snowman as they are seen wandering around a backlot-esque world known as “CBS-Land.”

“Each year, we look for a unique way to have the CBS family involved in a holiday campaign,” said George Schweitzer, president, CBS Marketing Group. “What a great opportunity this is to celebrate the holidays and the golden anniversary of Rudolph.”

Rudolph has been a staple of the CBS holiday schedule since 1972. This year’s broadcast is slated for 8 pm ET/PT on Dec. 9. NBC had the rights to the red-nosed reindeer from 1964-71.

More than 200 local CBS stations around the U.S. have received the spots, which are being run by CBS Television Networks. Local stations will have the option of customizing the spots with their own on-air talent and personalities.

There is one 30-second spot and three 10-second ads in the campaign, with the shorter promos featuring talent from Mom, NCIS: Los Angeles, and Two and a Half Men, respectively. The longer ad features the broader delegation of series stars.

Bent Image Lab of Portland, Ore., produced the animation for the spots, according to The New York Times, which has been in the works for months. The agency worked closely with CBS’s head of graphics and animation Matt Hernandez to complete the campaign, the paper reported.

In addition to Rudolph, CBS will be broadcasting its annual holiday favorites Frosty the Snowman, Yes, Virginia, The Flight Before Christmas, The Story of Santa Claus, and Frosty Returns, as well as an I Love Lucy Christmas Special.

Read More: The New York Times

Brief Take: CBS is already known for its holiday campaigns, but this year’s nod to a fan favorite and true classic offers a unique opportunity to drive viewership while appealing to tradition.

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