Thirteen, the NYC affiliate network of PBS, is running a series of commercials making fun of some of the ridiculous reality shows that appear on TV – by making up some of its own.
The ads appear like trailers for new reality shows: The Meet the Tanners, Long Island Landscapers and Clam Kingsspot. But rather than ending with an air date, they finish on the line: ‘The fact you thought this was a real show says a lot about the state of TV’.
Developed by the New York arm of CHI & Partners on the back of the successful print campaign earlier this year, the aim is to ask people to look at the current state of TV and support quality, educational programming instead.
Patrick Regan and Ronnie Lee, the CHI & Partners creatives behind the campaign, told The Drum they were tasked with coming up with something that was part of New York, part of its culture and, more importantly, would garner support.
And thus far the activity seems to have done that, as within four days the ads pulled in over 100,000 views on YouTube.
So what’s next for this successful campaign? “Maybe a themepark,” the duo joked.
The 30-second spots will run on USA, TVLand, NY1 as well as Thirteen, WLIW and NJTV.