CTV’s entertainment show ETalk will air a branded segment tonight that updates viewers on the state of the romance between Mattel’s famous Barbie and Ken dolls.
The segment is the first in a four-part series about the plastic couple who, according to Mattel lore, ended their relationship in 2004. The series follows a piece that aired last October on ETalk about Ken’s appearance at Toronto’s Fashion Week and his years of bachelor life.
Tonight’s segment finds Ken, with the aid of still photo animation and voiceovers supplied by ETalk host Ben Mulroney, discussing his plan to win back Barbie’s affections. It will take place during a regular programming block, not a commercial break.
Mary Kreuk, vice-president of marketing for CTV, said Mattel’s famous characters were a perfect fit for a branded entertainment segment.
“The producers (of ETalk) are fabulous and they understand that advertisers are looking for natural and organic integrations into a show,” said Kreuk.
Future installments of the series will roll out over the coming months.
CTV has also produced branded ETalk segments for clients such as Crest.
