Publishers Clearing House Uses Classic Sitcoms In 'Winning' Campaign
Publishers Clearing House is launching a new TV ad campaign May 6. Three new “Winning Moments,” the sweepstakes company's longtime theme, will feature a new cast of characters from three well-known sitcoms: “The Brady Bunch,” “Gilligan’s Island” and “Diff’rent Strokes.”
The campaign budget, estimated at more than $5 million, employs computer-generated imagery to show Publishers Clearing House Prize Patrol on the doorstep of Mike Brady or Gilligan. The fake characters are integrated with real -- and surprised -- winners.
"The campaign is the result of going through hours of classic sitcoms to find just the right scenes to cut together with today's Prize Patrol," said Publishers Clearing House senior vice president, Todd Sloane, who even found an episode of “Gilligan’s Island” entitled “The Sweepstakes.”
GreenLight, a global entertainment consultancy, navigated the tricky waters of licensing for the company.
The two-week TV campaign, which runs from May 6-17, airs on major broadcast and cable networks.