Live Commercials Return to TV

As Garmin was working on its TV plan for the second quarter last year, the company issued a challenge for itself and its network partners to come up with new and creative ideas to get the GPS maker’s message across. NBC sales and marketing presented a rather novel proposal in response. “To NBC’s credit, they were like, ‘What if we do a live commercial? If you guys are open to that, we’ll try pitching that idea to The Tonight Show and NBC executives,” Garmin media and sponsorship manager Steve Lovell recounts.