• by Staff Writers , September 5, 2008

Finalist - Newspapers

Fallon: Amy Sheil, media director; Adam Chorney, director of connection planning; Rocky Novak, associate media director; Amber Paukner, media supervisor; Adam Stotsky, senior vice president of marketing. SciFi: Blake Callaway, vice president of marketing; Dana Ortiz, director of marketing; Mozhgan Setoodeh, manager of marketing.

The Sci Fi channel airs an original miniseries each year to bring in new viewers. Ads for 2007's Tin Man, a retelling of The Wizard of Oz, had to respect the original while positioning the miniseries as cool and new. Fallon worked with The New York Times on a custom unit that included the original 1939 review, 2003 reviews of Wicked, and a 2004 article on the witch from Wicked. Cutting across them was the yellow brick road from Tin Man, leading to a traditional-looking ad in the top corner. Ratings beat expectations by 62 percent, Sci Fi was No. 1 in primetime cable all three nights, and Tin Man brought in 10 times the previous high number of new viewers for a miniseries on the network.