It doesn’t happen often, but I do like to break the fourth wall on occasion.

The Fourth Wall as defined in the Urban Dictionary is the thin line that exists between a story and reality. When a character in a story tells the reader in some way that they know that they are a character in a story.

It happened on a lark one day as we were preparing nightly topicals for the station. Phoenix, not generally known for cold weather was getting an unusual “cold snap” which in our case meant perhaps temperatures in the 60’s! We thought immersing our weather talent in a simple :04 station ID that would only run the then popular series “V” might be a good idea. OK, I thought it might be a good idea to try something different as we had a fair amount of internal debate over the ID! The copy played off the show theme of “We are of peace. Always.”

“V” was a science fiction television series that ran for two seasons on ABC network, from November 3, 2009 to March 15, 2011. The new series chronicles a technologically advanced alien species that ostensibly arrived on Earth in peace, but actually had sinister motives.

While the first spot was only :04 seconds, we got noticed by bloggers and the attention of the network and studio. (In a good way)

“OMG (as the kids say) the coolest promo was on the air in Phoenix this last week. So cool one of the newspapers wrote about it and it just has to be shared. The creative services department of Scripps ABC affil KNXV under leadership of JIM HART aired this kick-it spot during, what else, V. Loving it and it cut through the clutter. Wahoo! Well Dunne! All involved.”


-Well Dunne for Monday, November 16, 2009

As result of the momentum, the following week we decided to have a little more fun with another “one time only” spot featuring our main news anchors. We created a same day fifteen-second spot that aired again only in the show.

Lessons learned:

  • Never forget the power of television and the audiences we serve no matter how short the message.
  • Messaging at the right place at the right time is extremely powerful.
  • It’s sometimes tough to “get out of the box” and getting there takes courage to try new things!
Related Projects
Oscar IDsABC15 – We Stand Together PSA