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2006年06月12日

んなもん今さら……

あいかわらずの「ま、リリース投げとこうか」「載ったららっきー」という会社と裏取りしない新聞社という構図ですか。
しかし昔っからこういう会社だよな。おためごかし。
10年ちかく前の話だけどある試み（秘密）が日経に「全く新しいマーケティング手法を博報堂が開発…」とかリリースされたことがあって、当然役員から「なんでうちでこういう新しい試みが出来ないのだ！」と電話が入ったりしたのですが、その時の返事は「えー？　そんなの一年前からやってますよ？　法務に特許申請諮りましたけど無理そうだったんで静かに始めてましたー」てなもんで。

博報堂ＤＹ、番組と一体化のＣＭ
　NIKKEI NET：企業ニュース
　　http://www.nikkei.co.jp/news/sangyo/20060612AT1D0902Q09062006.html

　博報堂ＤＹグループの博報堂ＤＹメディアパートナーズ（東京・港）と関西民放大手の読売テレビ放送（大阪・中央）が、ハードディスク（ＨＤ）レコーダー普及によって広がっている「ＣＭ飛ばし」に対抗する新種のテレビ広告手法を開発した。ドラマの企画段階でスポンサー企業を決め、ドラマの番組本編と流れが一続きになったＣＭを流す。

　まず7月23日に読売テレビが関西地区で放映する単発ドラマ「３７℃」で採用し、トヨタ自動車とサントリーがスポンサーになる。読売テレビは今後も随時活用していく。博報堂ＤＹメディアパートナーズは他の民放局にも同様の企画を提案する。 (07:00)

まず第一にCMスキップが問題視されているのはHDレコーダーのせいではないわけです。
VHS全盛時代にも「CMスキップ機能搭載！」とCMに謳われたりしていたくらい。（二ヶ国語放送やステレオ信号の切り替えをキーにしていたので結構間違いも多かった）

現在放映中の番組で言うと日産＝小山薫堂ラインでCXの深夜にデザインなんとかって番組をやってるけど、これもおんなじ流れだしなぁ。（これはブリッジにCMが侵食してきているパターンね）
CMの方をドラマにあわせるというパターンで見ても、同じ日産＝小山薫堂ラインで去年から今年初頭にかけて放送された東京ワンダーツアーズというものもありました。

　東京ワンダーツアーズ
　　http://www.ntv.co.jp/TWT/

そういやたしか一番初めにこんなことをやったのは大塚製薬で岡崎孝太郎さんだったような気がするです。みょーに卓袱台の上のポカリスウェットの缶がアップになってたり。

通常広告にせよアウトオブホーム広告にせよプロダクトプレイスメント広告にせよ、ビークルの持つ魅力（番組視聴率、人通りのはげしい通りの看板、ゴルフトーナメントの冠名、球場名、タレントのオーラ……etc）に企業が商品や広告を仮託するという構図は全く変わっていないわけで、見せ方を変えただけの今回のリリースは文面からだけみたら全く意味がないということでしょう。断言。

むしろ根本的な仮託の構造を変えるような、たとえば「CMを見たいからあの番組を見なくちゃ（つけとかなきゃ）」という方向までクリエイティブの力が研ぎ澄まされる方向に話が進んでいくのだったらいいんですけどね。そしてそういう力が広告に無いわけでは決してないと思いますし。
大昔の「答えは15秒後　♪ｼﾞｬｶｼﾞｬﾝ」みたいな仕掛け方もヒントといえばヒントなんでしょう。
ネット広告に話をつなげていくと、なんでユーザーPCのキャッシュやクッキーを使ってFlash広告（などの）内部に変数を呼び出さないのかが不思議でならないのではありますが、それはまた別のお話。

しかし「おためごかし」という単語が久しぶりに身体感を持って内から沸いて出てきた。
ありがとう博報堂。

投稿者 KQZ : 2006年06月12日 12:17 | [EDIT]

トラックバック

このエントリーのトラックバックURL:
http://www.authenticbar.com/kqz/days/admin/mt-tb.cgi/1252

KQZさん的にこちらはどうっすか？
http://www.watch.impress.co.jp/av/docs/20060601/mitsu.htm

ＣＭ”だけ”を録画してくれるのであれば一生モノのような気もしたんですが。
ＣＭ以外をカットするという編集作業にはちょっとだけ便利かもと思ったりしますです。
　

投稿者海鮮丼太郎 : 2006年06月12日 12:57

●海鮮丼太郎さん
件のプロダクトですが恐らく
「CMカット機能でけたー」
「で、なんかリリースだすような機能はあるんかぃ？」
「ないっす！」
「ひねり出せっ」
「あぅ…　そうだ、CMだけ録画モードっての作りましょう。論理式一発だし」
「ｿﾚﾀﾞｯ!」
という流れの中で出来上がった代物なのではと。

録画デバイスがHDDになった時点でどうでもいいっちゃいいんですけどねー。
抽出プロトコルが賢ければ視聴するもしくはDVDに書き出すときだけ機能してくれればいいわけですし。

（ついでに本文にも追記）

投稿者 KQZ : 2006年06月12日 15:57

「CHIMPAN NEWS CHANNEL」
を見たいだけなのに
「すぽると！」
を丸ごと予約せざるを得ない今日この頃です。

厳密には自宅にあるHDDレコーダーで
「CHIMPAN NEWS CHANNEL」
でひっかけると
「すぽると！」
丸ごとついてきます。
（これはさらなる発展系なのでしょうか・・・。）

投稿者めだま : 2006年06月14日 02:08

要はタギングの問題っすよね。
２ちゃんねるとかはてなのユーザーにタギングさせるとか。
実況スレをクロールしていけば分単位で誰が出演したのかとか判りそうなもんですが。
ちょっと考えてからエントリーを改めますわ。

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