Veteran CBS Daytime soap fans recall the summer of 1985 when the network’s promo department produced a spot featuring all four of its soaps — The Young and the Restless, As the World Turns, Guiding Light, and Capitol. The promo was set to the pulsating tune of The Power Station’s Some Like It Hot. Well, now, the heat is on once again!
CBS Daytime Fires Up the Heat
CBS has revived the promo only this time it’s using images and dialogue from its current soap lineup Y&R and The Bold and the Beautiful. Deadline broke the news of the promo campaign’s return.
The original promo featured characters who remain on the network’s lineup of soaps today including Y&R’s Victor Newman (Eric Braeden), Nikki Newman (Melody Thomas Scott), and Eileen Davidson (Ashley Abbott). In the new spot, viewers will see Y&R’s Adam Newman (Mark Grossman) and Sally Spectra (Courtney Hope) as well as B&B players Carter Walton (Lawrence Saint-Victor) and Quinn Fuller Forrester (Rena Sofer) among numerous others.
Making Beautiful Music
The idea to revive the [CBS Daytime] promo and modernize it came from CBS Entertainment President Kelly Kahl. “[Kelly] stumbles upon things and we share with each other,” says Mike Benson, President and Chief Marketing Officer, CBS. “Kelly was cracking up looking at the old spots from daytime, and so I asked why can’t we bring that back in some way? Nostalgia is really resonating with audiences today. People want to go back in a time that they remember when life was different and simpler.”
Benson feels that adding music to marketing is a no-brainer when it comes to engaging audiences with your product. “When you use music in your marketing, it’s a shortcut to emotional engagement, especially to audiences who remember songs like that,” Benson said.
CBS Daytime Classic
Here’s the link to the new promo. Fans of the 1985 CBS Daytime version — that includes GL’s India von Halkein (Mary Kay Adams) tossing her hair in dramatic fashion, GL’s Kyle Sampson (Larkin Malloy) grabbing Reva Shayne (Kim Zimmer) as she runs from her passion, and ATWT’s Craig Montgomery (Scott Bryce) canoodling with true love Sierra Esteban (Finn Carter) only to be interrupted by his former lover Lucinda Walsh (Elizabeth Hubbard), who happens to be Sierra’s secret birth mother, can click here to see the original.
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