P&G moves beyond 30-sec spots in 'show-mercials' deal

LONDON - Procter & Gamble is to make good on its call for advertisers to look beyond the 30-second commercial with a series of interconnected two-minute slots, dubbed 'show-mercials', which will run in primetime movie breaks.

The two-minute films feature women being given makeovers using P&G products. To see the full effect, viewers have to tune in to all three slots, which are being run during movies on the Lifetime cable channel in the US.

The latest initiative by P&G is part of an attempt by one of the world's largest advertisers to look beyond the 30-second spot, the power of which is increasingly on the wane.

The move follows comments made last year when P&G marketing chief Jim Stengel told the advertising industry that it must look beyond 30-second television spot and create advertising that viewers want to see.

Stengel said that that "there must be life beyond the 30-second spot" and that the industry had to change its mentality with regard to media plans and that time measurement.

Tina Glahan, manager media and marketing for P&G, told The Wall Street Journal: "Consumers want to be educated, and they want to enjoy themselves when they watch TV."

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