• Mediaweek, Wednesday, September 17, 2008 9:30 AM

After pitching media buyers on the concept of customized ad narratives that offer clients a clutter-free environment, Scripps has drafted 26 separate "Short Stories" for brands, such as Dial's Tri-Scent and Liberty Mutual.

Each treatment is structured around three vignettes, which run in successive pods throughout a single half-hour program. In the Tri-Scent effort, a homemaker puts the finishing touches on her basement renovation with an assist from the product. The first and third installments lead into a 30-second spot.

Research commissioned by HGTV indicates that brand recall more than tripled in the two months that the Tri-Scent execution ran on the network. Other story campaigns are slated to roll out in coming weeks.

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