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Raising the Bar Pays For Tolls

TNT Pays Tolls to Promote Raising the Bar

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


  1. 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.
  2. Bar tabs! Picking those up this weekend would have been awesome.
  3. 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"?

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Join The Conversation
DeviousMuse DeviousMuse 9 years
I like the promo. Then again, I live in one of the areas where they are paying the tolls (the GA-400 highway that runs through Northern Atlanta). Of course, I'm out of town the weekend they do that, though!
Linda-McP Linda-McP 9 years
Love your idea about candy bars and bar tabs, Buzz. The bars on toll booths is a stretch, but...whatever.
bellaressa bellaressa 9 years
Every time I see the commercial, all I think of is Zack Morris has really grown up.
em1282 em1282 9 years
I'll take a free beer at a pub over a toll. Hey, liquor gets expensive! Also, Zack Morris? Cut the hair, dude.
ilanac13 ilanac13 9 years
i think that its' a an interesting idea and i get the connection now - but who knows if it'll even work . i kind of feel like they realize that a lot of people are going to drive this weekend to go somewhere even with the high cost of gas so they can make people more aware of the show - but i don't know if you're necessarily hitting the right demo since families aren't going to watch the show. oh well. i saw the trailer for it and i'm always frightened by MPG with his long hair. he doesn't look good with it and it makes him so much less sexy!
redegg redegg 9 years
I am so sick of the promos for this show. Sometimes they are airing two commercials for it during one commercial break. Aaah! That's great to pay the tolls, though. That will help a lot of people out.
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