abc has card up its sleeve

The ABC Television Network has become the first company to advertise on New York City Transit’s MetroCard Gold.
A promotion for the sitcom Spin City, starring Michael J. Fox as a deputy mayor of New York, will appear on the back of the card with the line, “Next stop Spin City. Now Wednesdays at 8.”
The card (shown here) will have the same yellow background as the controversial ABC ad campaign devised by TBWA Chiat/Day in Venice, Calif. This concept, however, was conceived by the ABC marketing staff without involvement from the agency.
From Sept. 24 through Oct. 10, various “Spin City spotters” will be present in different locations around New York offering Spin City MetroCard holders free $40 MetroCards and tickets to tapings of the sitcom. The grand prize winner will receive a year of free rides from the Metropolitan Transportation Authority.
According to Alan Cohen, executive vice president, marketing at the network, 5 million New Yorkers use public transportation every day. –Hank Kim