or


[10/13/04 - 12:00 AM]
Milton Bradley's Operation Game and NBC's 'Scrubs' Team Up to Celebrate Cavity Sam's 39th Birthday

[via press release from NBC]

MILTON BRADLEY�S OPERATION GAME AND NBC�S 'SCRUBS' TEAM UP TO CELEBRATE CAVITY SAM�S 39TH BIRTHDAY

OPERATION Integration Scheduled to Air on October 19 Episode

EAST LONGMEADOW, Mass. -- October 13, 2004 -� Milton Bradley�s classic children�s game, Operation, turns 39 this year. In an irreverent celebration of this milestone birthday, the game�s eternal patient, Cavity Sam, will be diagnosed with a new ailment. In 2003, thousands of Americans cast their votes by phone and online for one of three possible new ailments � Brain Freeze, Growling Stomach or Tennis Elbow. The updated OPERATION game featuring the winning ailment will make its primetime television debut on the October 19 episode of the NBC hit medical comedy �Scrubs� (Tuesdays, 9:30 p.m. ET/PT). In the scene, members of the cast will play the new OPERATION game and be challenged by Cavity Sam�s new ailment.

Milton Bradley and NBC are supporting the new game and episode with a fully integrated marketing program, including print, online and on-air promotion, as well as a national �Operation Scrubs� sweepstakes. Now through November 30, 2004, fans will have the chance to enter a sweepstakes to win a three-day, two-night trip for four to Los Angeles to visit the set of �Scrubs� and a one-day pass to Universal Studios Hollywood by going to www.nbc.com/Scrubs.

Print ads in support of the promotion are running in both Star and People�s October 18 issues. In addition, the October 17 issue of TV Guide features a unique four-page advent unit � an ad insert on heavier card stock � in the top 10 markets with a special tab for readers to lift to reveal the new ailment. The same ad will run on glossy paper in the rest of the U.S. A half-page ad will also run in all markets in the Tuesday, October 19th Prime Time listing section.

Prior to the broadcast on October 19, NBC is running :10 second spots featuring the integration and urging viewers to go to the promotional mini-site on www.nbc.com/scrubs to enter the sweepstakes. The website also features a link to an online Operation game demo for fans. Additional advertising vehicles include, a magazine rack card at grocery reminding consumers to tune in and online eye blasters � floating pop-up web ads�teasing the new ailment.

�OPERATION is a classic children�s game that has a rich history with generations of Americans,� said John Santanella, marketing director for Milton Bradley. �It�s been great to involve the American public in the evolution of the game through the new ailment voting campaign. In addition, the product integration with �Scrubs� and supporting ad campaign help to keep the game relevant and top-of-mind with fans, while bringing new consumers to the brand.�

�Integrating OPERATION into an episode of �Scrubs� is a really fun idea as the game�s light-hearted approach to medicine is a great fit for the quirky medical humor of the show,� said John Miller, chief marketing officer, NBC Universal Television Group. �We�re happy to help mark this milestone in the game�s history.�

The �Scrubs� integration was brokered by Alliance and The NBC Agency. The advertising campaign was developed by Grey Worldwide.

About Operation
The goal of the OPERATION game is to use your skill, concentration, coordination and the game�s tweezers to remove Cavity Sam�s �ailments� without setting off the buzzer � and his red nose. The OPERATION game is for one or more players, ages six and up, and is available at all major toy and game retailers for an approximate retail price of $13.99.

About �Scrubs�
Winner of a prestigious Humanitas Prize and a People�s Choice Award, and nominated for a Producer�s Guild and five Emmy Awards, �Scrubs� focuses on the strange experiences of fresh-faced medical resident John �J.D.� Dorian (Zach Braff) as he embarks on his healing career in a surreal hospital crammed full of unpredictable staffers and patients � where humor and tragedy can merge paths at any time. Joining the rumpled J.D. at Sacred Heart Hospital is fellow resident Chris Turk (Donald Faison) � J.D.�s college buddy who is part of the more elite surgical group � Turk�s no-nonsense wife, nurse Carla Espinosa (Judy Reyes); and the beautiful but socially awkward Dr. Elliot Reid (Sarah Chalke). Keeping a watchful eye over these young doctors are the caustic chief of medicine, Dr. Bob Kelso (Ken Jenkins), the abrasive but caring Dr. Perry Cox (John C. McGinley), and Neil Flynn as the hospital janitor � and J.D.�s nemesis. �Scrubs� is produced by Touchstone Television. Bill Lawrence (�Spin City�) is the executive producer and creator.

About The NBC Agency
The NBC Agency, founded in November 1999, is a multi award-winning advertising team that made "Must See TV" a household slogan and reinforced the term "appointment television" for NBC programming. It is a unique, full-service advertising agency servicing the advertising and promotional needs of all NBC-Universal owned entities, which include entertainment, news, sports and corporate divisions of NBC as well as the cable, Internet and syndicated properties and brands that the company owns or holds an equity interest in, such as CNBC, MSNBC and MSNBC.com, Bravo, USA, SCI FI, Trio, Telemundo and NBC-Universal Television Distribution.

About Hasbro
Hasbro Games manufactures and markets games and puzzles under the brand names Milton Bradley and Parker Brothers. Included in its product line are some of the world�s best-known games and puzzles including: CANDY LAND, the MONOPOLY game, SCRABBLE Brand Crossword Game, YAHTZEE, TWISTER, THE GAME OF LIFE, TRIVIAL PURSUIT and BIG BEN Puzzles. The company also markets its games in three focused initiatives: MY FIRST GAMES (pre-school games), FAMILY GAME NIGHT (family games) and GET TOGETHER GAMES (adult games).

Hasbro (NYSE:HAS) is a worldwide leader in children�s and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.





  [october 2004]  
S
M
T
W
T
F
S
     


· SCRUBS (ABC)





[12/10/18 - 02:01 PM]
When in the World Is "Carmen Sandiego" Coming to Netflix? January 18!
Finn Wolfhard and Gina Rodriguez lead the voice cast of the Netflix animated series.

[12/10/18 - 01:33 PM]
Discovery Jumpstarts New Year's Day with an All-New Jaw-Dropping Winner Take All "Street Outlaws: Bristol Race to $200K"
32 of the fastest male and female racers in the country rev up their engines to compete at the iconic Bristol Motor Speedway.

[12/10/18 - 12:47 PM]
EPIX(R) Greenlights "Punk" Docuseries
The series is currently in production, and will premiere on March 11 at 10:00/9:00c.

[12/10/18 - 11:08 AM]
Starz Releases Worldwide Premiere Date and Official Teaser Art for New Original Series & Official Sundance Selection "Now Apocalypse," Set to Debut March 10th at 9:00 PM ET/PT
This sexy, vibrant and fast-moving comedy series is created and executive-produced by veteran indie filmmaker Gregg Araki.

[12/10/18 - 11:06 AM]
Netflix Acquires "Fyre", Chris Smith's Highly Anticipated Documentary Film About the Greatest Party That Never Happened
The film is an exclusive behind the scenes look at the infamous unraveling of the Fyre music festival.

[12/10/18 - 10:03 AM]
"Ready to Love" Reunion Special to Air December 29 on OWN
Host Thomas "Nephew Tommy" Miles returns with cast members to reflect on a tumultuous season in which the sexy singles navigated a challenging Atlanta dating scene to find real relationship and find out if they are truly ready to love.

[12/10/18 - 10:00 AM]
"Won't You Be My Neighbor?," The Acclaimed Story of Fred Rogers and "Mister Rogers' Neighborhood," Debuts Feb. 9 on HBO
In addition, HBO will honor Fred Rogers' contribution and commitment to public television with a special presentation of the film on PBS' "Independent Lens," coinciding with the HBO debut.

[12/10/18 - 09:35 AM]
Travel Channel Rings in the New Year with a "Ghost Adventures" Marathon Beginning December 31 - Leading Up to the Television Premiere of Zak Bagans' Documentary Film, "Demon House," on New Year's Day
Plus: look for the two-part special "Curse of the River Bend" on Saturday, January 5 and January 12.

[12/10/18 - 09:33 AM]
VH1's Wednesday Night Hit "Black Ink Crew: Chicago" Returns January 2nd at 9PM ET/PT
Last season, "Black Ink Crew: Chicago" dominated Wednesday nights as the #1 cable program in its time period with P18-49.

[12/10/18 - 09:31 AM]
Discovery Looks Back on Favorite Moments of "Expedition Unknown" in Special Premiere of "Amazing Adventures"
The one-hour special airs this Wednesday, December 12 at 8:00/7:00c.

[12/10/18 - 09:08 AM]
Video: Trailer Debut - "A Series of Unfortunate Events" Returns for Its Final (Most Dreadful) Season
Based on the internationally best-selling series of books by Lemony Snicket (aka Daniel Handler), the third and final season premieres January 1, 2019.

[12/10/18 - 09:01 AM]
New CNN Original Series, "American Style," Premieres Sunday, Jan. 13
The four-part docuseries produced by Vox Entertainment in collaboration with Doc Shop Productions, examines how America's changing style through the decades has mirrored the political, social, and economic climate of the time.

[12/10/18 - 08:56 AM]
WE tv's "Marriage Boot Camp: Hip Hop Edition" Premieres Thursday, January 10 - Featuring Soulja Boy, Waka Flocka, Lil' Mo, Plus More!
The popular franchise series, produced by Thinkfactory Media, will air on a new night following the premiere of "Growing Up Hip Hop."

[12/10/18 - 08:56 AM]
VH1's New Docuseries "Cartel Crew" to Premiere Monday, January 7 at 9PM ET/PT
Set in Miami, "Cartel Crew" takes a deep look into the lives of eight descendants of the Cartel life as they navigate adulthood and the effects the legacy has had on their upbringing.

[12/10/18 - 08:15 AM]
Sunday's Broadcast Ratings: NBC, "Sunday Night Football" Stay on Top
The Peacock takes home top honors in total viewers and adults 18-49.