May 27, 2005
Don't Saab for Me Argentina
The Tony's, that awards show that Joan Rivers won't even take off her oxygen mask to attend, has a new sponsor for their June 5th snoozefest: Saab!
The unusual aspect of this integrated deal -- in which the new Saab 9-7X SUV will have a starring role next to the red carpet and stars will pose for interviews on a platform adorned with Saab’s logo -- is that the sponsor brought the buy to the network.Richy Glassberg, senior VP for ad sales at TV Guide Channel says:
"...that’s not enough today because the brand has to break through the clutter. Now Saab will be in every print picture of the red carpet and they’ll be on TV Guide the whole time we’re broadcasting. This is Saab surrounding themselves with their target audience -- great marketing in a fragmented world.”Yes, Richy, the world is fragmented and I am sure the pissy homosexuals who give a crap about the Tony's, sporty Saabs, and strategic logo placement in People Magazine's photo coverage will be thrilled with this news.
And while I'm about a pissy as pissy can be, I think I'll be enjoying a night of live theatre instead of more soul destroying corporate propaganda purchased by General Motors.
But what am I gonna wear?