A sherbert-colored ice cream truck rolls through a tree-lined neighborhood with the Entertainment Tonight theme song tinkling from its roof-mounted speaker. ET anchors Kevin Frazier and Nischelle Turner dole out sweet treats to the neighborhood denizens, just like they do every weeknight on the show in the form of celebrity news, gossip and other tidbits.
After research indicated that ET fans see the show as a “treat” to savor at the end of their work days, CBS Media Ventures partnered with Garen van de Beek and Lori Shefa’s agency RM 15 Creative to produce the sweet spot.
The spot was first introduced with a behind-the-scenes package within the show. It was then followed up with an activation on Los Angeles’ Santa Monica Pier, where real-life fans were treated to free ice cream by the hosts, resulting in a truly tasty 360-degree campaign.
ET’s 41st season premiered Monday, Sept. 13 on TV stations across the country.
Client: CBS Media Ventures
EVP, Marketing: Mary Beth McAdaragh
VP, Marketing & Affiliate Relations: Michael Charach
Agency: RM 15 Creative
Co-Founders & Chief Creative Officers: Garen van de Beek, Lori Shefa
Production Company: Moving Parts Inc.
Director: Ric Serena
Editor: Ric Serena
Line Producer: Warren Farnes
Director of Photography: Simon Thirlaway
Art Director: Tom Lisowski
Music Score: Diamond Mine Productions
Song: “Ice Cream” by Blackpink