TV is Good Tote Bags
When US television network ABC and ad agency TBWA\Chiat\Day (LA), dared to declare that TV is Good in a much-talked about 1997/98 ad campaign; the network was literally deluged with protests from around the world. (See for yourself, here via Google.)
"Creative repositioning" was what Alan Cohen (Executive Vice President of ABC Marketing at the time), called the biggest and most costly ABC campaign ever. ABC just wanted "to act different, to look different, and to get people talking about ABC and its shows."
Lee Clow (Chairman & Chief Creative Officer of TBWA\Chiat\Day) defended the campaign amidst the wave of indignation: Why not honestly celebrate the notion that TV is a good part of our lives, and that sitting down in front of it for a while isn't such a bad thing?"
Love them or hate them, they becameæpart of the popular culture.
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