Ronald Macdonald Brian Steinberg-Senior France show audience voice president Ronald Macdonald Brian Steinberg-Senior France

Unilever, Target, NBC Bet Peacock Users Call Out for Voice-Activated Commercials

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variety.com

Brian Steinberg Senior TV EditorMadison Avenue has for decades trotted out a dizzying array of marketing avatars to talk to consumers.

Mr. Whipple wanted to speak about squeezing Charmin. Ronald McDonald had a yen for discussing milkshakes or french fries. Now, advertisers are getting ready, instead, to listen.NBCUniversal’s new Peacock streaming service has since mid-August been running a new type of commercial that asks certain Comcast subscribers to speak up through technology in their remote controls to gain an offer.

A new one of these commercials – from Unilever and Target – launches Thursday, and requires viewers to use the phrase “Save With Suave” to get a $5 gift card from Target.

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