Imagine you could have eavesdropped on a conversation in the office of Channel One’s president Judy Harris a few weeks ago.
The new sales VP takes a seat. [We don’t know who the new VP is since Kent Haehl, the longtime person at that spot resigned or was fired this summer. We will call the new person “Frank” for purposes of this imaginary conversation. ]
Frank (Sales VP): Judy, I’ve got a potential new advertiser that could be big for us.
Judy (Channel One president): Great! We need all we can get. What’s with that look?
Frank: Well, the commercials may present some problems for us.
Judy: You got to be kiddin’ me. We’ve advertised drug movies, Frank. We advertised Twinkies in the middle of a full-blown obesity crisis in schools. Unless you are talking about advertising bomb-making training videos, let’s hear it.
Frank: Well, it’s a company called Proactiv. They make an acne medicine.
Judy: Frank, what the heck have you been smoking? Acne creams and pills are what we do. We have sold kids Clearasil, Phisoderm, Clear and Clear and a bunch of other over-the-counter acne medicines. Why in the world would you hesitate to sign up a new one?
Frank: Well this one is different. You know we got in trouble with Zapzyt because it wasn’t suppose to be advertised to children.
Judy: Yeah, that was some good money down the drain. Are you saying this has the same problem?
Frank: No, this company uses celebrity endorsers, and that’s …”
Judy: You’re going to find yourself out on the street with Mr. Haehl. Are you totally clueless? We let actors come on the show to sell their movies. We get some cash from a singer and let them host the news show to introduce their new CD. Frank, you are worrying me. Celebrities are a major part of our TV show.
Frank: Judy, I know we sell anchor spots, but on these Proactiv commercials they use the singer Alicia Keys to sell the product. As you know our “news standards” disallow any celebrity endorsements in commercials.
Judy: What “news standards” are you talking about?
Frank: This was before you and I got here. The company sent school boards a long list of things we would do and would not do. It helped to get board members to approve the initial contract. See the problem is we aren’t informing the student audience that this celebrity was paid to say what she is saying. Many think that these type endorsements are deceptive especially when directed at children.
Judy: That may have been important before, but we are struggling to survive. I’m all for “standards” and stuff like that, but we are in a battle for our lives. We need ad revenue – period. Don’t worry anymore about “celebrity endorsements.”
Frank: OK, but another problem is the 800-number on the ads they want us to run.
Judy: So?
Frank: Well, they want the kids to call this toll-free number and order a 60-day supply of Proactiv. There is no suggestion that they should talk to their parents.”
Judy: “Talk to their parents”? Frank, get a grip. These kids are streetwise. If they need to talk to their parents, they will. That’s not our worry.
Frank: Yeah, but this 60-day supply costs $45.
Judy: Wow. That seems high, but these young people have jobs and allowances. If they want a clear face, they will cough up the dough. And I bet Proactiv only takes a credit card, right?”
Frank: Yeah, that’s the preferred way to pay and that’s how they expect the vast majority of our student audience to pay.
Judy: See, they have to go to their parents to get the card number so they will have parental approval before they buy. No problemo.
Frank: Hey, I’m not fighting you on this and I know our financial situation too, but $45? The commercials they sent me don’t mention the trial samples cost anything. It’s only when the kid calls the number does he or she find out it’s $39 something plus shipping. I think we may take some heat take on Proactiv.
Judy: If we get some “heat,” I’ll take it. You just do your job and sign them up. Proactiv may not clear up anybody’s face, but it will sure as heck help clear up some bills around here. [Big laugh.]
Frank: [Laughing] Judy, I see why you’re president and I’m not. Proactiv will be signed up within the hour.
Obligation’s Jim Metrock: We’re having a little fun with Ms. Harris and her sales vice-president, but advertising this expensive medicine to children is serious. This year, Alabama’s State Board of Education added an amendment to their school health committee report calling on Channel One News to, among other things, to refrain from advertising over-the-counter medicines to Alabama students. Ms. Harris has disregarded that request. She has increased such advertising. This commercial is playing in middle and high schools. This commercial conveys the standard message: If you have acne, you need to hide your face. What an awful piece of video to be forced to watch as you settle in for your school day.”
Screen shots of Proactiv’s Channel One commercial.
