NBC Is Awkwardly Colorful
Peacock Network's new promos may raise more question marks than ratings
By Kenny Herzog Oct 13, 2009 1:37PM
Earlier today, I opined about the inanity of network taglines. And in NBC's case, we're not the first people to feel a tad uncomfortable with their "More Colorful" campaign. Yet the self-promotional spots still manage to induce the "did they really mean to do that?" willies every time we see them.
Chances are, the company creatives were harmlessly attempting to revitalize the cachet of their iconic, rainbow-brite peacock. But somewhere along the way, not a single person stopped to point out that all manner of racially loaded interpretations could be gleaned from Maori-born "Trauma" star Cliff Curtis' dead-serious stare sizing up to the new slogan ("Were they being that literal to the point of insensitivity?"). Or for that matter, from white-as-they-come Steve Carell happily placing a cup of coffee alongside it ("Are they being that transparently hypocritical?").
A better suggestion? Avoid all the hyper-informational editing, retreat to the simplicity of your original end-of-show bumpers and introduce the "More Colorful" concept as an updating on the peackock's formerly standalone screen occupancy, thereby reinforcing your prestige while matter-of-factly emphasizing that you're forward-thinking.
Or just consider hiring cultural critics as your copywriters. Whichever comes first.