ABC to go retro with live ads on "Jimmy Kimmel"

04/14/2008 | Adweek

ABC's "Jimmy Kimmel Live" in May plans to begin airing live commercials that will be integrated into the content of the late-night talk show. David Barrington, EVP, managing director of video investments at Havas' MPG, said the retro strategy "will help get our messaging across and also help break through the clutter," although he noted that the technique won't necessarily be suitable for every brand.

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