ABC Promo: Jaw, Meet Floor

Jaw, meet floor. ABC actually did a TV promo that included soap stars from All My Children, One Life to Live and General Hospital that wasn’t daytime specific. In the spot, promoting the entire ABC lineup, All My Children’s Susan Lucci, Cameron Mathison, and Rebecca Budig, One Life to Live’s Farah Fath and John-Paul Lavoisier and General Hospital’s Maurice Bernard and Steve Burton all appear among other ABC stars including the ladies of Desperate Housewives, America Ferrera, Boston Legal’s William Shatner and James Spader, and the cast of Grey’s Anatomy, among others.

14 Responses

  1. Profile photo of elbugten

    There’s a print 2-page ad in next week’s TV Guide with all the ABC stars, including the same soap stars, too. Kudos to ABC for finally recognizing ALL of it’s lineup!

  2. Profile photo of Jamey Giddens
    Jamey Giddens

    ABC has been better about recognizing their lineup for years, I don’t see why this is such a surprise. Frons always makes sure an ABC soap star is on Dancing With the Stars, he let Becky Budig host the Bachelor After the Rose. ABC soap stars frequent The View and Regis and Kelly.

  3. Profile photo of ghaddict

    this is really cool…ABC is really stepping up…I’ve also been seeing the “everybody’s got their something” ads on E! as well….It’s about time that they realize that if they want their shows to be successful they actually have to promote it…..

  4. Profile photo of DS9Sisko

    This is a brilliant promo. Jamey is right of course: ABC has always done a better job of promoting its entire lineup, though they typically followed promos-by-daypart. But this is the first time in memory that ABC has proactively integrated its entire lineup as part of a unified whole.

    Clearly this spot is aimed at ABC’s female demo as well as various dayparts not covered in its previous prime time demos for the 2008-2009 season, with an entertainment emphasis on its serialized fare. The upshot is that the message to viewers is that if you like Brothers & Sisters, you might like One Life to Live or if you are a fan of General Hospital you might want to take a gander at Boston Legal. For years, ABC has been banking on the female 18-49 demo to counter CBS’s stranglehold on crime/procedural audience (which skews heavily male and older) and NBC’s scattershot approach to programming. This advert is the true manifestation of that goal.

    Personally and from a marketing perspective, this ad is awesome as part of ABC’s integrated strategy and kudos to ABC’s promotional and marketing department.

    But it makes me wonder: why did they leave out The View? LOL

  5. Profile photo of Luke Kerr
    Luke Kerr

    Maybe they couldn’t get all the ladies to agree on a time to get together for the photoshoot and therefore it was too late to get it in by time the ad aired.

  6. Profile photo of elbugten

    The View is on hiatus right now. I believe the ladies are all in the Hamptons, lol. They return to live shows in September. That may be why they’re not in the promo b/c they were all on vacay when the ad was shot.

  7. Profile photo of DS9Sisko

    Those explanations are possible about the complete absence of The View but the vast majority of these promos were shot between a couple of months ago and a few weeks ago (and some may be ongoing), surely enough time before “the ladies” went on vacation. In fact, the View has its own promo (“Ready. Set. View.” — which I think is kinda corny, but whatevs) shot just prior to their vacation and before the first round of ABC’s “September” promos started airing.

    Remember, Lost wasn’t included in the first round of promos and Boston Legal wasn’t included until this latest release. On top of that if my video editing eye is correct, the promo department more or less grafted in shots of the Lost cast from previous promo shoots or episodes (now you see Daniel Dae Kim and Jorge Garcia, now you don’t!).

    I just find The View’s conspicuous exclusion kinda funny, not necessarily anything malicious on ABC’s part or anything like that.

Leave a Reply