Market Share has been sharing holiday promos from TV stations across the country. There’s still time to submit your station’s Happy Holiday messages this week, so send them to me at [email protected].
Market Share has been sharing holiday promos from TV stations across the country.
So far, we’ve seen the story of how WAAY in Huntsville, Ala., united 1,400 choir students, and Lee Greenwood, in recording the song, Let There Be Peace on Earth.
Also, how WJXX and WTLV, branded as First Coast News, Tegna’s ABC and NBC affiliates in Jacksonville, Fla., created a 60-second spot that captured the “sense of family and joy in a sincere way, like from our family to yours through iconic imagery,” says Kristen Joyal, WJXX-WTLV’s marketing director.
And from KSTU, the Scripps Fox affiliate in Salt Lake City, a holiday spot shot at a light display intended to show how colorful lights on long, dark, winter nights is a good comparison to finding love, hope and inspiration during the dark days of the COVID-19.
Plus, which are the ‘best holiday TV commercials for 2021’? We shared some from both here in the U.S. and overseas.
There’s still time to submit your station’s Happy Holiday or year-ender messages this week, so send them to me at [email protected].
Here’s a Happy Holiday spot from WDAF, Nexstar’s Fox affiliate in Kansas City.
Elizabeth Montijo, WDAF’s creative services director, says, ”We talked about this spot reflecting the community during the holiday and the FOX4 personalities, letting them shine and spending this season with the people you love at the place we call home.”
“Promotion producer, Palmer Davidson, was the perfect person to tackle this project,” Montijo says. “He often turns our creative brain storming sessions into jam sessions with crafted lyrics that sum up our meetings. Our meetings always end on a high note.”
“It wasn’t surprising Palmer’s pitch meant serenading the GM, myself, and my #2 Carrie Hibbeler,” Montijo says. “What he wrote and sung struck the perfect tone for the feeling we wanted to reflect…something familiar, merry, bright, belonging, and like home.”
“We went to work like a creative collaborative team machine,” Montijo says. “Divide and conquer is our motto as we accomplish multiple tasks under tight deadlines. In a week, the team shot both the morning and the evening teams at two different locations turning local news Christmas stories into backdrops that included a real baby reindeer. We crashed a sales party, recorded the station’s holiday party, as well as, hit up iconic spots in the city for the festive cheer.”
“But the biggest treat, Christel Bell agreeing to sing the song Palmer created,” Montijo says. “We discovered Christel has an amazing voice during FOX4’s Return to Work Taco Tuesday and Karaoke celebration over the summer. Although there were only a handful of people to witness her talent that day, she stepped out of her comfort zone and agreed to share her personal gift with the Kansas City community. As a main anchor who has been with FOX4 KC for a year and a half, this was the perfect opportunity to feature Christel; strengthening her growing brand.”
My take away from this experience, when you take the time to really know the people you work with and learn their skills then you have the ability to tap into their passion to achieve magical results,” Montijo says.
Credits:
Palmer Davidson, promo producer who wrote and arranged the song.
Carrier Hibbeler (AKA Mrs. Claus) CS#2 and community director- coordinated the morning and evening anchor teams.
Christian Mengal- promo producer/videographer.
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