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have t'ouiui llic piggyback format to be an indispensable way of commereial life refuse to consider any other type of multiple product announcement. But other sponsors have expressed interest in exploring the integrated commercial approach (two or more products interwoven in a unifying theme so as to appear as a single announcement) that the NAB favors.
The code office reports that of the last 61 film commercials it has reviewed, 39 have been classified as integrated, 15 as piggyback. Stockton Helffrich, manager of the New York code office, sees this as a clearly-defined trend to the integrated format. The figures are "definitely encouraging," he asserts, now that integrated messages constitute a majority (97) of the 183 film commercials reviewed and classified since January. Prior to the aforementioned 61 commercials, NAB's count had shown piggybacks
consistently outpacing integrated announcements by a three-to-two margin. And the NAB reports that several sponsors with commercials classified as piggybacks are now reworking them to meet the code's integration specifications.
Additionally, the code office notes that it has reviewed a total of 86 commercial storyboards. And here the integrated form has outdistanced the piggyback by nearly a two-to-one margin: 56 vs. 30.
These figures do not necessarily indicate that a permanent switch in format is taking place (some multiple product sponsors may be testing the integrated approach), but it does herald the revival of the long dormant integrated commercial. This recent attention is in marked contrast to the disinterest in the integrated vehicle, as reflected in a Schwerin study (Sponsor, July 27, p. 34) which noted that less than one percent of 2000 commercials
tested each year were integrated. Consequently, the research firm dubbed this format "the orphan of the advertising world," but suggested its possible resurgence as a result of the new code amendment.
Effective since Sept. 1, the code amendment (technically designated as section 14, new paragraph 4 of the Tv Code) establishes three criteria for a multiple product announcement that is to be considered as integrated, and therefore, counted as a single commercial. They are that:
1. The products or services are related in character, purpose or use;
2. The products or services are so treated in audio and video throughout the announcement as to apear to the viewer as a single announcement; and
3. The announcement is so constructed that it cannot be divided into two or more separate announcements.
Gillette Creativity
Gillette, through Maxon, has achieved integration in this 60-second commercial for its Foamy lather, stainless steel blades and Sun Up after shave. All products are closely related in use, and are tied together in the spot with a continuing theme.
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