If it looks like a commercial, sounds like a commercial and functions like a commercial, can you call it anything other than a commercial?
If you’re Fisher-Price, you certainly can.
The company recently released a pair of ads that they’re calling “mini-situational comedies.” Never mind that situational comedies are technically “mini-movies.” Come to think of it, why not call commercials “micro-movies”?
Semantics aside, here are said mini-situational comedies:
In an interview with Forbes
, Mattel SVP of North America marketing Lisa McKnight says:
We called the vignettes that we’re running not commercials or spots; we’re calling them mini-situational comedies. We know humor is important to millennial moms, but we also know it’s just as important to be authentic and reflect how life really is.
Perhaps it’s because the company isn’t broadcasting them on TV that they feel they have the right to call a spade a diamond. The company plans to publish their mini situational comedies online via social media, microsites, and the like.
[CONFERENCE: Corporate Communicators Conference. June 9-11, Federal Reserve Bank of Chicago.]
Sounds like a mini-marketing budget to me.