New “Today” Show Promo With Focus On Ann Curry, “Ends of the Earth’ Series

‘Today’ has launched a new image campaign: “Why I Love Today”. The promo that aired during the Sunday edition of ‘Today’ focused on how Ann Curry and the Ends of the Earth series helped a woman save her life! To be fair, I’m not sure when the campaign launched. But as a frequent viewer of the NBC product, this is the first time I’ve really noticed “Why I Love Today’ spots.

With a music bed of ‘Why I Love Today’ underneath, a woman sitting at her dining room table says,
“As I was packing to go to Antarctica, I turned on the Today Show and Ann Curry was in Antarctica. We hit an iceberg, We were in life boats for about six hours. We had extra things because I was watching the Today and I was incredibly prepared. My name is Lisa Pizola and this is why I love Today.”

The concept of using viewers who love your news product to convince others to watch is a tried… and proven, concept. This particular promo leaves you with a bit of a “wow’ factor for the connection to ‘Ends of the Earth’. The viewer tells a good story in short time and connects a major event for ‘Today’ with the viewers. It’s a good effort that doesn’t waste valuable promotion time on silly, giggling, laughing anchors.

By the way, here's one of the reports from Curry in Antarctica.

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