Advertisers that don't hate 'Jersey Shore' cannot get enough of it

Posted on Wed Jan 6 2010

There's an uptight few advertisers that want nothing to do with Jersey Shore, the delicious new show on MTV that follows self-professed (and -poofed) guidos and guidettes like Mike "The Situation" and Nicole, aka Snooki. But while Dell, American Family Insurance and Domino's have pulled their spots amid protests from Italian American groups about the Thursday night series, a number of other marketers have stepped in to fill any potential void. Hollywood studios haven't been the slightest bit shy about sharing screen time with the drunken catfights, serial hookups and other "classy" shenanigans of the reality-show housemates. Universal is promoting the rom-com Leap Year, Warner Bros. is hyping The Book of Eli, and MGM's touting R-rated Hot Tub Time Machine. One sponsor even got a shout-out in the content itself. As the stars spend their requisite three hours primping and gelling for a night on the beach town, the camera pans to a dresser in their lair, showing a bottle of Body Heat, the Parfums de Coeur cologne that's not afraid of controversy. (See: half-naked ad for its Hottest Body in the World contest to launch the fragrance in the fall, rejected by MySpace for being too explicit.) In fact, the brand's glistening, sculpted-body ads (like the one above), which air during breaks, fit right in with the Jersey Shore sensibility, and there's every reason to believe cast member DJ Pauly D is a customer. Spokesman next? As the show continues to gain outrage/momentum, look for more (not fewer) advertisers muscling in. Fist pump!

—Posted by T.L. Stanley



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