Selling “Traffic and Weather Every Ten Minutes” for a morning newscast makes as much sense as Coca-Cola boasting their soda is brown.
People rising out of bed at 4:30am need more than “News While You Slept.” I created a positive, can-do attitude for NewsCenter 5 EyeOpener. Featuring actual viewers, I decided against a testimonial approach and instead went with a narrative. This technique allows the television station to lift the subject higher in the emotional psyche of the viewer. The testimonial interview spot places the subject on the same level as the viewer. These spots praise remarkable persons and their amazing, yet approachable, AM routine.
These are the people you want to be, not the person you are. By association, NewsCenter 5 EyeOpener becomes a product appealing to aspirations.