Producers of the 76th Primetime Emmy Awards looked back during Sunday night's broadcast with onstage reunions featuring stars of beloved shows The West Wing AND Happy days and grouped segments that paid homage to archetypes like moms, dads, doctors and even TV villains.
According to online chatter, some moments were played better than others, while the one that caused the most headaches was The bear Newly minted Emmy winner Ebon Moss-Bacharach hit the bar with Taylor Zakhar Perez. The two, who teamed up to present outstanding writing for a limited or anthology series, kicked off their outing at a backstage bar with one option on the shelves: Johnnie Walker Blue Label.
“Bartender, let me ask you: What goes best with a burger?” Moss-Bacharach asks a man behind the counter before surveying the scene and telling the star to Red, White and Royal Blue“This is, you know, the best seat in the house. It's quiet, you have a great view.” He also says he's checked it out and that it's “OK to have a drink and show up, responsibly.” The bartender enters and pours two glasses of Johnnie Walker Blue Label. “That was fun,” Moss-Bacharach jokes as they head to center stage, to which Zakhar Perez replies, “We should do that again sometime.”
Oh, someone will do it very soon. Network ratings are down, and award show broadcasts are not immune to the trend. As a result, production budgets are tighter, forcing producers to get creative in their efforts to help offset costs.
The Academy Awards telecast in March featured a brand integration with Don Julio that featured host Jimmy Kimmel and his trusted sidekick, Guillermo Rodriguez, handing out mini bottles of Don Julio 1942, the ultra-premium tequila. “I think we should raise a toast,” Rodriguez said as he handed out the custom bottles to a group that included Emily Blunt and John Krasinski. Don Julio’s partner company, Diageo, has been a longtime partner of the Academy of Motion Picture Arts & Sciences, and the tequila was also served at the official afterparty following the show.
Same thing at the Emmys. Johnnie Walker was on tap all night inside the TV Academy’s Governors Gala at the LA Convention Center, where Moss-Bacharach made the rounds toting her new gold accessory. The veteran actor helped curate recipes for the event with culinary producer Courtney Storer, which were then paired with custom cocktails by mixologist Charles Joy.
On an event as big as the Emmys, it’s no surprise to see brand activations at nearly every point of entry, from the red carpet to the after parties. Even Jimmy Kimmel got in on the Johnnie Walker action last night, see below. If the branded segment trend is here to stay, someone keep an eye out. The New York Timeswho didn't mince words in her commentary on last night's events. “Promotions masquerading as legitimate material are a scourge on any medium,” wrote Margaret Lyons. “Squeezing an ad into the Emmys themselves is shameful.” Ouch.
Jimmy Kimmel enjoys a Johnnie Walker Blue Label cocktail and matching burger at Disney’s Emmys party.
Credit: Katherine Rosario