CBS Shakes Up Holiday Promos With Bobblehead Nod By Brian Steinberg
Most people who tune to CBS expect to see suspenseful procedurals, serious news or topical late-night comedy. Over the next few weeks, those viewers may spot something else: bobbleheads.
CBS plans to run a series of 10-second promos featuring some of its best-known primetime, late-night and daytime stars, all depicted as bobbleheads. The spots are designed to look much like some of the vintage holiday specials CBS runs at time of year, including the 1964 stop-motion classic “Rudolph the Red-Nosed Reindeer” or the animated 1969 special “Frosty the Snowman.”
The bobbleheads were created specifically for the campaign They average six and one-half inches in height – a fact that becomes apparent when a real-life human hand reaches in to the scene to activate the head-bobbing. An announcer in each spot will offer a “Happy Holidays” greeting tied in to the program being featured. As the spots continue, the camera pans away from the bobbleheads being featured and spotlights a “Happy Holidays” ornament that dangles over a CBS logo on a snow-covered sleigh.