When I saw this press release on the Internet, it took me a few billion reads to understand the connection between TNT paying road tolls for the lovely people of Atlanta, Orlando, Philadelphia, and Chicago and the network's new legal drama Raising the Bar. That's right, over this Labor Day weekend TNT is going to spring for two hours of free tolls, and they're also premiering a new show. The connection eluded me, but finally, I found this helpful quote in the release:
"With so many people on the roads Labor Day weekend, it's a perfect time to get our message out about the premiere of this outstanding new drama series," said Tricia Melton, senior vice president of marketing for TNT, TBS and Turner Classic Movies (TCM). "We are literally raising the bar by paying tolls on Labor Day weekend."
Get it? Toll booths have bars! They lift up when you pay! Yeah, I think it's a stretch too, but hey, they got me writing about it, I guess.
Anyway, I think TNT could have gotten a lot more creative with the the word "bar" and paying for stuff, so to see the other campaigns the network should have gone with, just
- They could have talked to Mr. and Mrs. Refaeli, because more than anyone, they know what it is to raise the Bar! I'm sorry, I had to do it.
- Bar tabs! Picking those up this weekend would have been awesome.
- Candy bars. They're good. I bet lawyers eat them. They should give them out for free and everyone could raise them in the air.
What do you think? Lame attempt at marketing or ingenious campaign, even if there are several mental steps needed before one arrives at the word "bar"?