Publishers Clearing House Uses Classic Sitcoms In 'Winning' Campaign

The-Brady-Bunch-APublishers 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.

 

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1 comment about "Publishers Clearing House Uses Classic Sitcoms In 'Winning' Campaign".
  1. darrell lester from direct mail profit improvement team , May 10, 2013 at 7:48 a.m.
    Hi Ms. Siegel, I enjoyed your article about PCH and the classic sitcoms. I thought you might be interested in the "Top 10 secrets about Publishers Clearing House." Secret #3 --- Woody from the TV sitcom Cheers is surprised by the real Prize Patrol in a never before disclosed ending which was filmed but never aired. I would welcome a discussion with you about many more secrets about this legendary company, which can be found on my website (www.pchbook.com) and my book (The Naked Truth about Publishers Clearing House). Darrell Lester (former Senior Vice President)