I think I know why Sony jumped into a Dennis Miller endorsement to promote their HDTVs during the retail season.
I’ve recently became a big fan of Colin Cowherd. Got to have dinner with him in fact:
I’ve learned that Colin has been trumpeting the Vizio HDTVs for a while now. I’m sure some Sony executive somewhere was a listener and correlated the fact that Vizio was eating their lunch to cool, aggressive marketing techniques like big time endorsement radio.
I’m not a fan of the Dennis Miller Sony read for reasons I’ve stated. But I love what Colin does: he owns one (several, likely) and talks about it as if it’s the only way to watch TV.
Word to Sony: you don’t just give an endorser a script. He has to love the product or at least give the appearance that he does.