TBS is revisiting its short-form micro-series ad formula, featuring a Chevrolet Traverse Crossover in serialized segments of a comedy called “My Manny” during episodes of “House of Payne.”
The micro-series relates a tale about Jennifer Peterson, a young widow played by Elise Neal, working as a caterer and rearing her eight-year-old son. Her agency sends a handsome young man to replace her sick nanny, and the comedic plot with the “manny” played by Sharif Atkins, unfolds from there.
Peterson’s Chevy Traverse plays a key part in the two-minute segments that will run over five weeks in “House of Payne.” The micro-series debuts on Jan. 28 and will have a life online.
The Web site will carry a “My Manny” section exclusively sponsored by Chevy Traverse, with pre-roll video embedded in each episode. A quiz and additional background information aims at complementing the on-air episodes.
The micro-series is targeted for the African-American audience that comprises a large part of the audience for “House of Payne.”
It marks the first time that an advertising partner has targeted that specific an audience niche for what has become a very effective vehicle for the Turner cable networks. Research conducted by Nielsen IAG for Turner indicates that product recognition for last year’s micro-series “Lucky Chance” with Dodge and “Blank Slate” with Acura produced brand recall 45% higher than the average recall for traditional automotive TV ads, according to Katherine Johnson, senior vice president of Tuner Entertainment promotions and marketing.
“It really proved for us that this is a fantastic model,” Johnson said.
She said the Turner networks would be pitching similar projects going into the TV upfront ad sales season this spring. While TNT and TBS have worked with a range of clients in different product categories, automakers are clearly the leading clients driving the micro-series vehicles.
“There’s no doubt that some of the auto companies have been particularly aggressive in looking for unique innovative ways to reach consumers,” Johnson said.
State Line Films is producing “My Manny” for TBS.
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