BizJournals Portfolio
Home >   Business Views, Opinions and Blogs >   Business Blogs >   Mixed Media >  

Gaps Nbc Embrace Is Serendipity Not Synergy

Mixed Media

by Jeff Bercovici
Main
The Takeaway: Murdoch Biography Arrives   Rather: 'Fear Rules Every Newsroom in the Country'

Recent Blog Posts

Links

Dec 01 2008 11:38am EDT

Gap's NBC Embrace Is Serendipity, Not Synergy

A few days ago I noticed something odd about Gap's holiday ad campaign: It features stars from not one, not two, but three NBC comedies -- The Office, Saturday Night Live and Kath & Kim.

Given NBC entertainment chief Ben Silverman's well-established penchant for monetizing his content in ways that other networks might shrink from, I wondered whether there might be some sort of partnership here between NBC Universal and Gap. Was NBC getting paid for use of its talent? Or was there some sort of ad-buy quid pro quo? Or maybe it was worth loaning out Wilson and the SNL guys just to get some extra exposure for the struggling Kath & Kim?

Alas, none of my suppositions proved correct. "Total coincidence!" says Trey Laird, president and executive creative director of Laird + Partners, Gap's ad agency, when asked about the profusion of peacock personnel. "I just cast who I liked. Nothing to do with NBC."

Comments

If you are commenting using a Facebook account, your profile information may be displayed with your comment depending on your privacy settings. By leaving the 'Post to Facebook' box selected, your comment will be published to your Facebook profile in addition to the space below.


Connect With Portfolio.com
Like Portfolio on Facebook

Come on, like us—you know you want to.

Follow Portfolio on Twitter

Follow us and if you're an innovative entrepreneur, we'll return the favor.

The Mix

Today's top stories, conversation starters, and the back nine business bites.

spotlight on

People & Ideas

Whisky To-Go-Go

Now there's a company that let's you taste your knowledge of fine blended Scotches by mixing a whisky of your own. Read More