Stories scheduled to be broadcast in the special "60 Minutes" include the story of a former U.S. Army sergeant whose Cold War-era desertion to North Korea turned into 40 years of captivity, an interview with basketball legend Michael Jordan, and a story about musical savants. The first two "60 Minutes" stories will air uninterrupted by commercials.
Philips' limited commercial messaging will center on its new "Sense & Simplicity" branding campaign. Creative work was handled by Philip's agency, DDB Worldwide.
Carat USA, Philips' media agency, put together the deal with CBS--which marks one of the first high-profile media deals since Ray Warren joined the company as president of Carat Media Group Americas.
Warren said in a release: "As viewer choice and ease of commercial avoidance increase, all marketing partners... need to collaborate to find ways to keep viewers engaged and receptive to commercial messaging." He added: "This is a grand experiment."
Interestingly, whereas most big marketing network deals these days center around product placement and product integration into content, the Philips deal is more of an old-fashioned marketing sponsorship--just traditional commercial messaging.
While other networks have sold exclusive sponsorship deals to advertisers in single episodes of programs, CBS hasn't participated as much. CBS did sell a single-sponsorship to an automotive for a Bruce Springsteen concert some years ago, according to a CBS spokesman.