Posted by chicagomedia.org on September 24, 2009 at 17:50:32:
Creatives on Kurtis
ADVERTISING | Local ad pros critique his spots for WBBM
September 24, 2009
LEWIS LAZARE | Chicago Sun-Times
Perhaps you've heard (or read it here)? Bill Kurtis has returned to WBBM-Channel 2. Or as the station's marketing honcho Jim Corboy puts it: "Bill is back in the bullpen." Back indeed, but Kurtis is back as pitchman and contributor, not as the anchor and leader he was 30 years ago in a WBBM newsroom that was at the time producing Chicago's preeminent newscasts -- with ratings to match.
Today, Kurtis is famous as a high-profile AT&T spokesman. Now in a similar role at WBBM, Kurtis is reminding viewers of the station's past news glory, even as WBBM executives hope their new ad star will prompt sampling of the station's ratings-challenged newscasts, currently being revamped by News Director Jeff Kiernan. So is Kurtis getting the job done? We asked local advertising professionals for their take on WBBM's new TV spot and Kurtis' role in it:
Steffan Postaer, chief creative officer, Euro RSCG/Chicago: I'm a bit confused by this commercial. I get (and like) that Bill Kurtis is coming back to Channel 2. But for what exactly: a one-minute segment on the Tuesday night newscast? Or reruns of his popular "Cold Case Files" at 1 a.m.? Is that all there is to this fire? Bill opens the spot in front of CBS studios with a provocative line: "There was a time when people watched Channel 2 news." But then he gets into a series of vignettes promoting various TV shows as well as taking a few shots at Chicago politics: "You're under arrest, governor." Funny but confusing. I'm excited Bill's back at a familiar place . . . but what for?
David Stevenson, founder and chief creative officer, Two by Four/Chicago: Bill Kurtis has done such a good job being funny and likable in other spots for brands like AT&T, it's surprising how little I like him in this spot. He starts by telling me that "people actually did watch CBS 2 news." That tells me that they don't now. Interesting strategy. But then he goes into a promo section that is somehow tied to the white-collar corruption this city is so well-known for. Is that supposed to entice me to watch?
Set aside that one of the Tuesday night shows he promotes in the ad is about another city entirely, I'm not sure I get the connection he is trying to make from these programs to the Channel 2 News. I like Bill Kurtis. He has that William Shatner "I can make fun of myself" thing going for him. But how will that play out on a local news channel whose job it is to report on a city where the number of murdered students this year leads the nation? The spot ends with a bit where Bill can't get into the building, as if CBS didn't know he was coming back. And after this spot, I'm sure a lot of people won't know that either.
Jim Schmidt, co-founder and chief creative officer, Downtown Partners/Chicago: In the interest of full disclosure, I could listen to Bill Kurtis read the copy from a box of baking soda and find it entertaining. His Ron Burgundy-baritone coupled with a self-effacing manner make him instantly likable.
This fact has clearly not escaped the folks at CBS because their new spot works the Kurtis persona harder than a team of Iditarod dogs. In just 60 seconds, he promotes his return to CBS news as well as the entire CBS Tuesday night lineup (Yes Virginia, there is a "CSI" on Tuesdays) and still finds time to take swipes at City Hall, ex-Gov. Rod Blagojevich and the current ratings at CBS news. Kurtis delivers his lines with his usual aplomb. But with the spot haphazardly careening from here to there like an overserved freshman on rush night, I was left a little confused as to what the point of it all really was.