The decision of "Saturday Night Live" creator and executive producer Lorne Michaels to use show personnel for a series of commercials for Pepsi using the show's "MacGruber" skit could mark a "turning point" in the acceptance of branded-entertainment concepts for TV, according to this article. Some executives at Pepsi shop TBWA/Chiat/Day, which according to this article had little or no involvement in making the spots, reportedly are concerned Pepsi's "SNL" move may detract from its larger campaign, but other ad types believe there's value in having a show create something tailored to its own audience.

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