Channel Thirteen: TV gone wrong
CHI&Partners NY
Executive summary
How tapping into a cultural truth about the state of TV allowed us to spread the message about the importance of quality programming.
In the summer of 2013, we launched a series of new reality TV shows. Advertising for The Dillionaire (tagline "Life's a Pickle"), Married to a Mime (tagline "She's got a lot to say") and Meet the Tanners (tagline "The family that sprays together stays together") appeared on the NY subway, on TV and online.
The twist was that these shows were fake: a commentary on the sorry state...