NBC introduced live advertising into its annual holiday live musical on Wednesday, with advertisers Oreo Cookies, Reddi-wip and Toyota all participating in the network’s Hairspray Live!
All three advertisers worked with NBC to create original live content to air during the musical’s ad breaks. One of the show’s stars, Derek Hough, appeared in a spot for Oreos in character as Corny Collins. Reddi-wip’s ad featured the nostalgic return of its Milkman icon, who later made an appearance in the live show.
In addition, two of the commercial breaks employed NBCU’s PIP technology, which allows the network to broadcast live advertising side by side with behind-the-scenes content from the production.
“Hairspray Live! demonstrates our willingness to disrupt the norms in advertising to heighten the viewer experience for our audiences and marketing partners,” said Josh Feldman, executive vice president, network partnerships, NBCUniversal, in a statement.
Additionally, Toyota highlighted the 2017 Corolla in a live commercial that evoked a 1960s-era car advertisement.
“The Corolla is a timeless classic that has proven its mettle over the years, is the world’s top selling car, and is certainly deserving,” said Nancy Inouye, director traditional and emerging media, Toyota Motor Sales, U.S.A., in a statement.
Hairspray Live! is the fourth live musical NBC has produced, following The Sound of Music, Peter Pan and last year’s The Wiz.
READ MORE: Ad Age
[Image courtesy of NBC/Trae Patton via Ad Age]
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