ABC’S Classic “TV Is Good” Campaign:

I found an excellent analysis of the campaign from Francesco Bozza, who is the ECD and CEO of BCube in Milan. Here’s what he had to say on his blog:

Traditionally, every summer the broadcast television networks launched marketing campaigns to spotlight their program offerings for the coming season. The campaigns were often uneventful and run-of-the-mill, with viewers and the media paying little notice. In 1997, however, ABC, unveiled a different kind of campaign created by TBWA\Chiat\Day in Los Angeles. The campaign, called ‘‘TV Is Good,’’ was designed to help ABC break out of the traditional confines of network slogans and logos, and it created a stir… [more]