CAMPAIGNS
THE HISTORY OF THE SITCOM
The campaign for History of the Sitcom presented challenges representative of many of CNN’s cultural history series. Nostalgia is a powerful driver for these shows, but the series covered a wide historical range so the prospective audience was a little fragmented. We had to be sure to give people from multiple generations something to relate to in as much of the creative as possible. We also had to make at least some case for the topic to be relevant to the wider CNN audience of news consumers that would make up the bulk of the viewers we would be speaking to. We also had to come up with ways to make the creative stand out in a very dense marketing environment. As always, the availability of licensable material and uneven quality of available assets were also real issues. In the end we came up with a series of assets invited viewers to test their knowledge, debate enduring questions, and triggered their nostalgia for the sitcoms they grew up with.
KEY ART
