OREO Cookies and Toyota Join Returning Partner Reddi-wip with Branded Content
Inspired By the Style of the Sixties-Era Musical
Live Commercials from OREO Cookies and Toyota Slated
NBCU PiP Feature Brings Viewers Behind-the-Scenes Content Alongside
Commercial Breaks Enhancing Viewer Experience During the Season’s Most Anticipated Event
NEW YORK, NY – December 6, 2016 – For the fourth installment of NBC’s fan-favorite live holiday musical, the network announced today that it will introduce unique ad models to bring viewers an enhanced viewing experience. OREO Cookies®, Reddi-wip and Toyota will join “Hairspray Live!,” airing December 7, 2016, with original content inspired by the style of sixties-era ads – including a special spot featuring Hairspray Live! star Derek Hough in character as Corny Collins. The network will also implement NBCU PiP technology during two commercial breaks to allow viewers the ability to simultaneously view commercial breaks alongside behind-the-scenes content.
“’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. “Aligning OREO Cookies, Reddi-wip and Toyota messaging with the nostalgic essence of the musical was the perfect way to bring their messages to viewers during the holiday season’s family favorite, live television event. We’ve seen NBCU PiP used in our live news and sports programming, and bringing it to our event programming shows how NBCUniversal is testing the tools in our toolbox on behalf of marketers.
Reddi-wip®, part of the Conagra Brands portfolio, returns to NBC by creating a modern-day version of the traveling “Milkman” for branded content. During a commercial break, and inspired by Reddi-wip’s history of being delivered door-to-door by milkmen, the “Milkman” will show viewers behind-the-scenes action of the set, with a musical number choreographed by members of the Hairspay Live! creative team, incorporating Reddi-wip through joyful interactions with the crew and ensemble members. The “Milkman,” will also make a cameo appearance in the live program.
“Our partners at Mediavest I Spark continue to bring us innovative ways to help break through the holiday clutter in a key season for Reddi-Wip,” said Kate Briganti, Director of Advertising, Conagra Brands. “Reddi-wip’s milkmen roots link perfectly with Hairspray’s 1960s set, offering a very natural backdrop to celebrate Reddi-wip’s history, real cream point of difference and mission to Share the Joy. We were thrilled NBC’s programming team embraced the idea.”
OREO Cookies, one of Mondelēz International’s brands, will be featured in a live commercial during “Hairspray Live!” Following a musical number featuring Corny Collins, Derek Hough will stay in character and pay homage to OREO Cookies in the style of the traditional ads of the era. OREO Cookies will also be featured in additional scenes in the musical.
“Our Nabisco portfolio of cookies and crackers is celebrating 115 years, and our collaboration with NBC and 'Hairspray' is one of the many ways we’re bringing moments of joy to our consumers this holiday season,” said Stephen Chriss, Sr. Director, North America Marketing Activation & Strategic Partnerships at Mondelēz International. “We're thrilled to be featured in such a joyous musical theater event and excited that OREO cookies, a beloved Nabisco brand, is part of this innovative advertising venture as a live commercial which is sure to spark many joyous memories – new and old – amongst viewers.”
Additionally, Toyota will highlight the 2017 Corolla in a live commercial that depicts a 1960s-era car advertisement, and highlights several of the vehicle's features. The activation will also include the 2017 Corolla alongside a vintage model in celebration of Corolla's 50th anniversary.
"Toyota is honored to feature its Corolla in a live commercial as part of such a great television event," said Nancy Inouye, director traditional and emerging media, Toyota Motor Sales, U.S.A. "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."
During two commercial breaks in the musical’s live airing, viewers will see behind-the-scenes content run next to a traditional commercial using NBCU PiP. Viewers will see a split-screen featuring windows displaying commercials and behind-the-scenes “Hairspray Live!” content, accompanied by logos for the musical and the corresponding brand.
Mediavest | Spark, a division of Publicis Media, is the agency of record for Conagra. Mondelez worked in partnership with their media agency, Carat, and their branded content agency, The Story Lab. United Entertainment Group (UEG) a leading entertainment, sports and lifestyle agency, created the activation for Toyota, in collaboration with the brand's long-time partners, Saatchi & Saatchi LA and Zenith.
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation. To learn more visit: www.nbcuniversal.com
Toyota Motor Sales, USA