Those 11 News Promos Revisited - you know, the dinosaur thing. (Don Ward)

By: Don Ward
By: Don Ward

Here's some behind-the-scenes stuff on those 11 News Super Bowl promotional spots.


Advertisers spent millions each to get out their message before during and after the Super Bowl.  The audience is huge and the right impression can be memorable.

With that in mind managers here at KKTV decided to use some of that valuable time, allotted to us for local advertising, to air some new and different promotional material for 11 News.  They worked with our creative services department to plan, script and produce four 30-second pieces.  You might call them commercials for the news, we call them promotional spots or just promos for short.  Here's a shot from the one in which Jesse in interviewing Miles the Broncos mascot..and getting nowhere.

It was a risk...we wanted to make a point with humor. The spots were silly for a while, then turned serious at the end to drive home the fact that, call it what you want, dress it up how you want, gather it with whatever technology or sources that you want...the news only has value if it's right.  That's our mission, every newscast, every day...get it right.   The sight of Brian being nudged by a dinosaur or me in an Elvis wig could be too silly, that's the risky part, but if the spots get the viewers' attention, then make the serious point..they work.  Here's Brian startled by the raptor in the weather center.  This was part of the one about the 11 Super-Duper....etc. "Raptor Radar!"

One of our creative services producers, Cyndi,  just happens to have a friend who designs and makes costumes, who happened to have a raptor in his repertoire...don't we all know a dinosaur guy? The poor guy spent a couple of hours in the heavy, hot and cumbersome suit to get all the shots we needed.  Thanks Raptor Man.

Based on the feedback we've received from viewers, the risk paid off.  There is a lot of talk, a lot of buzz about these promos. Have you seen them?  What do you think? 

Janet from Colorado Springs sent this comment  "I absolutely love the dinosaur and the wigs commercial. I hope you guys continue to air those. They were my favorite, I thought they were better than the national spots from Doritos and Bud Light. Great Job KKTV!"

The one with Shannon was a spoof on all the tech-wars in which TV stations often engage.  No, we don't have a "Sky Hawk 11"

 So thanks to creative services, Paul Sexton, Cyndi Trissel and Brian Buck for doing a great job.  There was a lot of discussion about how they would be done, and even once they were produced, what needed to be changed before they could air.  Was it really a good idea for me to wear ridiculous wigs?  On its own, probably not, but as part of this campaign I think it served its purpose.  This is from the "try new looks" piece.

Starting sometime soon, we're going to air one of the spots each night for four nights at the end of the first 11 minutes of 11 News at 10.  We'll let you know when that's going to start.  If you haven't seen them yet, take a look and let us know what you think.

Here are some behind-the-scenes photos from one of the shoot days.



We'll talk again soon.

Don Ward



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