Letters

Truth Well Told?
Debra Goldman doesn’t think TBWA Chiat/Day’s new campaign for ABC is particularly funny [Postscript, Aug. 25]. While several of the executions are indeed hysterical, I disagree more with the uproar and criticism over the campaign’s effectiveness.
“TV is good” clearly breaks through the clutter. It establishes a brand identity, and, most important for the desperate network, I believe it will lead ABC’s prized and eroding demographic (18-34-year-olds) to check out the new fall lineup.
The more crucial question: Is this new campaign, according to McCann-Erickson’s mantra for effective advertising, the truth well told? ABC is hardly home anymore to edgy Roseanne-like sitcoms and NYPD Blue dramas, so we slaves of brand essence have a bigger bone to pick if the network’s new lineup doesn’t reflect its campaign promise.
Mat Zucker
Freelance copywriter
New York



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