Social Media Butterfly

Jimmy Kimmel’s Blatant Yet Oddly Effective Advertising

Posted by Nathania Johnson

Humor me for a moment as we delve into the world of TV advertising on this social media blog.

Lately, I’ve noticed a different type of advertising on Jimmy Kimmel. My husband and I record the show on our DVR every night and then just watch it whenever there’s “nothing on TV.”

So we fast-forward through the commercials. Recently, when we hit the play button again, we’re realizing that we’re not back at the show, but watching an advertisement done by Kimmel and his team.

The acting is atrocious, the product placement is in-your-face. But like a car wreck, we slow down and watch intently.

At first it was annoying, but now I find it hilarious. And good news for the advertisers. I am more likely to remember what was being advertised. Ok, part of that is because we fast-forward through the commercials. But sometimes we forget to FF and the point is - I don’t remember what is advertised on Jimmy Kimmel - but I remember most of these horrible product placement sketches.

They’ve featured the LG Voyager for Verizon Wireless, the Pontiac Vibe, and KFC.

The ads work best when Jimmy and the gang are trying to an awful job. When Guillermo or Uncle Frank sound like they’re reading their lines or they just do horrible - and I mean terrible - acting, it’s great. Yes, you read that right. (Of course, it helps to have a wicked sense of humor.)

Unlike the Ford Focus music videos done by American Idol contestants. Those don’t work well because the show is all about finding a pop star - and the videos are cheesy instead of the charmingly self-depricating ones seen on Kimmel.

So let’s bring it back down to you. When you go to develop your web series or if you’re a marketer looking to place your brand in online video advertising - don’t be afraid to test ads that are against the grain.

I wouldn’t advise copying Kimmel. He’s has earned the right to do what he’s doing, and not every web show have (often dark) comedy like he does. But definitely think outside the box. Product placement is where it’s at - but making that product memorable is the challenge. Simply having the star of an online vid drink from your soda can won’t cut it.

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