As a longtime TV enthusiast who has seen the evolution of awards shows over the years, I must say that the integration of branded segments into the Emmy Awards telecast is a double-edged sword. On one hand, it’s innovative and helps offset production costs in an industry that’s facing financial challenges. On the other hand, it can sometimes feel like we’re watching a commercial masquerading as legitimate content, which can be disconcerting for viewers.
During the broadcast of the 76th Primetime Emmy Awards on Sunday night, the organizers looked back at the past, bringing back stars from cherished shows like The West Wing and Happy Days for on-stage reunions. They also grouped segments to honor iconic TV roles such as mothers, fathers, doctors, villains, among others.
Through online discussions, it appears that some scenes were more successful than others, and the most puzzling moment occurred when Ebon Moss-Bacharach, fresh off his Emmy win for “The Bear”, was spotted at a bar with Taylor Zakhar Perez. They were there to present the award for outstanding writing in a limited or anthology series. Their evening began at a backstage bar, where only one drink option was available: Johnnie Walker Blue Label.
“Bartender, let me ask you: What goes best with a burger?” Moss-Bacharach asks a man behind the bar before surveying the scene and telling the star of Red, White and Royal Blue, “This is, you know, the best seat in the house. It’s quiet, you got a great view.” Plus, he says that he checked and it’s “OK to have a drink and present — responsibly.” Cue the bartender who then pours up two glasses of Johnnie Walker Blue Label. “That was fun,” Moss-Bacharach quips as they head to center stage to which Zakhar Perez responds: “We should do it again sometime.”
It’s clear that network television ratings are declining rapidly, and even award shows aren’t escaping this trend. Consequently, production budgets are becoming more constricted, compelling producers to think outside the box when it comes to cutting costs.
During the broadcast of the Academy Awards in March, there was a promotional tie-in with Don Julio. Jimmy Kimmel, the host, along with his assistant Guillermo Rodriguez, distributed mini bottles of Don Julio 1942, an ultra-premium tequila. As Rodriguez handed out these personalized bottles to a gathering that included Emily Blunt and John Krasinski, he suggested, “I think we should toast.” Diageo, the company associated with Don Julio, has been a long-standing partner of the Academy of Motion Picture Arts & Sciences. Moreover, the tequila was also served at the official afterparty following the show.
At the Emmys, Johnnie Walker was served throughout the TV Academy’s Governors Gala held at the Los Angeles Convention Center. Moss-Bacharach, the night’s golden star, mingled while carrying his freshly minted trophy. The seasoned actor collaborated with culinary producer Courtney Storer to design dishes for the occasion, which were later matched with bespoke cocktails by mixologist Charles Joy.
It’s no wonder that during significant events such as the Emmys, brand activations are almost everywhere, from the red carpet to the post-events. Last night, even Jimmy Kimmel participated in the Johnnie Walker activation. If this trend of branded segments continues, it might be worth notifying The New York Times, which was quite critical of what transpired last night. Margaret Lyons wrote, “Promotions disguised as genuine content is a curse for any medium.” She even called integrating ads into the Emmys themselves “disgraceful.” Ouch indeed!
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2024-09-17 02:54