BET Seduces Viewers Into Primetime Lineup With Hilarious, Sexy New Ad Campaign

BET Seduces Viewers Into Primetime Lineup With Hilarious, Sexy New Ad Campaign

Network Unveils Sensuous 'Prime 'Sexy' Time' Promo Campaign Spoofing Lingerie Ads This Week

WASHINGTON, May 2 /PRNewswire/ -- BET is launching a series of sensuous, seductive and silly promotional spots this week to promote the network's primetime syndicated series GIRLFRIENDS, THE PARKERS, and SOUL FOOD. In the ads, a romantic mood is set in a bedroom with satin sheets, ambient lighting and playful music. But this seductive aura is given a comedic spin by stars Tracee Ellis Ross and Reggie Hayes from GIRLFRIENDS; Mo'Nique, Countess Vaughn and Dorien Wilson from THE PARKERS; and Vanessa Williams and Darrin Henson of SOUL FOOD as they are featured frolicking on the bed and flirting with the camera. Each person's segment ends with a playful one-liner such as, "I will make you laugh," or "I will make you love me," with flirtatious innuendos but comical delivery.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050502/DCM067 )

The promos take a comedic turn as each actor hams it up for the camera with exaggerated gestures and expressions; Dorien Wilson rips open his silk robe, Countess Vaughn gets her fingers tangled in her hair, and Reggie Hayes growls. "Popular lingerie brands have set the standard for high-glam, provocative television advertising," said Kelli Lawson, BET Executive Vice President of Marketing. "In this series of spots, our humorous, over-the-top take on those popular campaigns highlights the comedic appeal of our primetime lineup while drawing upon the sexy edge that makes each series exciting."

"We worked with WGH Films in Los Angeles on execution of Prime 'Sexy' Time," added Ola Kudu, BET Vice President of Creative Services. "Their production approach encouraged each actor to really have fun and showcase their individual personalities. The end result is an eye-catching, charismatic campaign with just the right balance of sensuality and humor."

A 60-second version promoting all three programs in the primetime lineup premieres Monday, May 2 on BET. Additional 15 and 30 -second show-specific versions of the new ads will also run in rotation on the network well into the spring, leading up to even more ground-breaking changes coming in 2005 as BET marks its 25th anniversary.

ABOUT BET

BET, a subsidiary of Viacom, Inc. (NYSE: VIA; VIA.B), is the nation's leading television network providing quality entertainment, music, news and public affairs programming for the African-American audience. The BET Network reaches more than 80 million households according to Nielsen media research, and can be seen in the United States, Canada and the Caribbean. BET is a dominant consumer brand in the urban marketplace with a diverse group of branded businesses: BET.com, the Number 1 Internet portal for African Americans; BET Digital Networks - BET Jazz, BET Gospel and BET Hip Hop, attractive alternatives for cutting-edge entertainment tastes; BET Event Productions, specializing in a full range of event production services, including event management, venue selection, talent recruitment, sound, lighting and stage production; and BET Books, the nation's leading publisher of African-American themed romance novels under the Arabesque imprint which also publishes compelling fiction under the Sepia imprint and inspirational fiction and nonfiction under the New Spirit imprint.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20050502/DCM067 AP Archive: http://photoarchive.ap.org/ PRN Photo Desk, photodesk@prnewswire.com Source: BET (Black Entertainment Television)

CONTACT: Anne Williams of BET, +1-202-608-2063, or anne.williams@bet.net

Web site: http://www.bet.com/

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