Stones in lather over 'Days of Our Lives'
By Michael PaolettaSat Oct 1, 8:54 AM ET
Few would question the Rolling Stones' credentials as chick magnets. So how do the ageless rockers attract the ladies' attention these days?
One method could be a multifaceted tie-in with NBC soap opera "Days of Our Lives." Look for "Streets of Love" -- the new single and video from the Stones' new album, "A Bigger Bang" -- to find its way onto the show October 18, and then become a recurring love theme for one of the show's story lines.
"They understand it's a great way to hit women," Randy Miller, executive VP of marketing at Virgin Records, said Tuesday during a panel held during New York's Advertising Week. He was referring, naturally, to the soap's main demographic.
Is this the ultimate sellout for the Stones? No way, said panelist Cheryl Berman, chairwoman and chief creative officer for the Leo Burnett ad agency. "Selling out has changed," Berman said. "Selling out means you're doing bad creative."
Reuters/Billboard |
