Taking "targeted advertising" to a new extreme, Country Music Television is using a talking urinal drain cover to advertise its Oct. 29 special, "CMT Greatest Outlaws: The Dirty Dozen".
When a guy steps up to the urinal, he'll hear a sexy woman's voice cooing, "Don't miss 'Outlaws' on CMT. You seem to miss everything else!"
The motion-activated device, called a "Wizmark," lasts for more than 10,000 flushes and features flashing lights, alternating pictures and a 10-second voice recording.
"We're talking about a very captive audience," says CMT spokesman James Hitchcock. "And this is one way to grab a guy's undivided attention."
Be warned, ladies: A sit-down "Wizmark" will be available faster than you can say, "How about a little privacy?"
Perhaps urinal advertising isn't right for all products, but Molson beer in Canada recently entered into an agreement with Wizmark to advertise a new brew in bars and clubs.
"We think urinal ads have the potential to be great for public service announcements for drinking and driving or safe sex," says Wizmark President Richard Deutsch, who recently patented the device.
Wizmark not only delivers advertising, it replaces the soap puck found in urinals, acting as a deodorizer.
Future versions of the Wizmark may allow the urinal to be turned into a veritable shooting gallery, giving points to guys when they hit specified targets.
"That could be the next big competitive sport," says Deutsch, who is obviously flush with success.
"Beginning with early attempts at writing one's name in the snow, there has already been an element of recreation associated with urination for men."
The urinal ad suits CMT's "Outlaws" show, which was pre-recorded and features such bad boys as Hank Williams Jr., who moons the audience during his performance.
"We wanted to do something outrageous," says Hitchcock. "Obviously, this wouldn't have been suitable to promote a show like 'The 100 Greatest Love Songs.'"
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