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New CBS Game Show 'Jingles' Features Some Familiar Industry FacesFrom: Advertising Age Posted: July 26, 2008 Julie Roehm as Paula. Linda Kaplan Thaler as Randy. And GENE SIMMONS as Simon. That's how we imagine the judges' panel stacks up for "Jingles," a new CBS game show from reality impresario Mark Burnett that offers a lot of brand-integration opporunities - and capitalizes on America's seeming fascination with marketing in programs from "Mad Men" to "The Apprentice." "Jingles" has contestants write and perform jingles about a range of products, including foods, toys and health aids or even a TV show. Sometimes contestants may have to update a classic jingle for modern times. To continue on in the game they must convince the panel of judges that they have talent and with. The winner will walk away with a grand prize of $100,000 an an ad contract. The series, which was originally scheduled to make it's debut July 27 at 9 p.m. EDT, was delayed after execs at the network decided they hadn't had enough time to promote the show, a CBS spokesperson said. The program is in production, however, and the network said it will launch later this year. According to executives familiar with the matter, the "Jingles" casting crew was sending out dispatches to ad folks just a month ago, citing a "time crunch" in assembling an "Amercian Idol"-like panel of judges. Among those floated for judge slots were Colleen DeCourcy, TBWA Worldwide's chief digital officer, and Carla Serrano, director-strategic planning for Berlin Cameron United. (The program's host is a former "Idol" contestant herself, Kimberly Caldwell.) One criteria was the hotness factor. "It is television. Therefore being attractive would be a bonus," said one e-mail dispatche from Sam Gollestani, casting director for the host and judges. Mr. Gollestani, reached by phone, declined to discuss the show. (It's not clear whether KISS bassist and tongue waggler Mr. Simmons meets that criterion.) Ms. Roehm certainly made hot copy, at least. The former Wal-Mart and Chrysler marketing exec found herself smack dab in the middle of one of adland's steamiest scandals in 2006 and 2007, when Wal-Mart pulled its account from Interpublic Group of Cos.' DraftFCB after unsettling deails about behind-the-scenes doings surfaced publicly. Ms. Roehm's involvement raises the question of whether marketers who sell goods through Wal-Mark - that is, just about everybody - would be reticent about integrating their brands into the show. Although the legal tussle between Ms. Roehm and the retailer wrapped last year, it's hard to imagine the boys in Bentonville biting on too many deals that involve co-promoting a show that features her. Ms. Kaplan Thaler, on the other hand, is better known for her way with a bit of song and a few words. An award-winning composer with a master's degree in music, she wrote the famous jingle, "I don't wanna grow up, I'm a Toys-R-Us kid." She is founder and CEO of Publicis Groupe's Kaplan Thaler Group, the agency behind the famous Aflac duck campaign. Putting marketing consultants and agency types on reality shows has a short and not particularly successful history. ABC's Simon Cowell project "American Inventor" purged all threee of it's marketing-industry judles after one season in 2006 - including former JWT Executive Creative Director Ed Evangelista; new-product consultant Doug Hall; and Mary Lou Quinlan, an N.W. Ayer alum and founder of the consulting firm Just Ask a Woman. CBS' interest in ad jingles comes several years after most advertisers have forsaken them (except perhaps McDonald's, which is asking consumers to update it's "Two all-beef patties" jingle for Big Mac in a contest). Instead, these days many marketers are chasing after the latest hit song or trying to find a rock tune that hasn't already wormed it's way into consumers' ears. In fact, some people who have tested jingles in the recent past have found the short songs not to their liking. In 2002, rock group Ween tried it's hand at a jingle for Yum Brand' Pizza Hut that had the chorus "Where'd the cheese go?" It was pulled quickly when a better sound - ringing cash registers - failed to emerge. Sometimes a jingle can still jangle. |
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