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Conan O'Brien Explains How Brand Integration Can Be 'Creepy'

  • Adweek, Wednesday, June 19, 2013 12:26 PM
Conan O'Brien is OK with product integration on his TBS talk show, but is very clear that such messages "simply don't work if they require him to be insincere or inauthentic to his own sense of humor," writes Tim Nudd, reporting on a really fun-sounding discussion between O'Brien and CNN anchor Anderson Cooper at the Cannes Lions festival.

Not only does O'Brien make jokes on topics like reading "Fifty Shades Of Grey" while wearing nipple clamps, he also thoughtfully explains what works and what doesn't in brand integration: "If sometime during the integration I have to pick up some Doritos and say 'They sure are crunchy, and delicious! Mmmmm, very satisfying!' and not acknowledge it, it's creepy. It doesn't feel right, and we have to say no."



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