Smash Promotes Sesame Street Anniversary

Beyond ABC, 1-2-3: Campaign Touts Show’s Focus on Social Skills
BOSTON–To mark the 30th anniversary of Sesame Street, the Children’s Television Workshop in New York has unveiled a multimedia campaign using the tagline, “Friends for life.”
The work targets parents of pre-schoolers and seeks to convey the show’s heightened emphasis on social skills such as friendship and mutual understanding rather than strictly cognitive skills such as counting and grammar, said Linda Button, creative director of Smash in Boston, which crafted the ads.
One print execution shows a tiny girl reaching up to hold the yellow, feathered hand of Muppet mainstay Big Bird.