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)





[08/24/16 - 03:32 PM]
Lifetime Greenlights Britney Spears Biopic
Production begins this September in Vancouver for a 2017 premiere on Lifetime.

[08/24/16 - 02:31 PM]
"Live with Kelly" Kicks Off 2016-17 Season on September 5, 2016
As the exciting search for Kelly's new on-air partner continues, a diverse group of personalities will join her on the show.

[08/24/16 - 01:15 PM]
Renowned Abolitionist Harriet Tubman Leads the Way in Season Two of WGN America's Trailblazing Series, "Underground" from Sony Pictures Television
Aisha Hinds has been cast as a recurring guest star in the pioneering role of Harriet Tubman.

[08/24/16 - 12:23 PM]
NASCAR and Nickelodeon Wave Green Flag for Third Season of "Hammer Down"
Premiering Friday, September 23 at 9:30/8:30c on Nicktoons, the third season of "NASCAR Hammer Down" features eight, 15-minute episodes.

[08/24/16 - 12:15 PM]
Investigation Discovery to Showcase Criminal Trial of Jason McCrary in Sixth and Final Installment of Serialized Docu-Series "The Vanishing Women"
Look for the season finale of Monday, August 29 at 10:00/9:00c.

[08/24/16 - 11:20 AM]
National Geographic Channel Announces Commemorative Programming Event to Honor 15th Anniversary of Sept. 11
Look for the world premiere of a new compilation special, "9/11: The Longest War."

[08/24/16 - 11:19 AM]
"Catching Kelce Preview Special" Airs Following New Episode of "WAGS" This Sunday, August 28
"Catching Kelce" will then premiere on Wednesday, October 5 at 9:00/8:00c.

[08/24/16 - 10:39 AM]
Video: Discovery Releases First Teaser for "Taking Fire"
The five-part series will now premiere Tuesday, September 13 at 10:00/9:00c.

[08/24/16 - 10:03 AM]
Spike's "Lip Sync Battle" Goes Live for the First Time Ever
The highly-anticipated season 3 of "Lip Sync Battle" premieres on Wednesday, October 12 at 9:00/8:00c.

[08/24/16 - 09:52 AM]
Music Superstar Ciara Completes Celebrity Judges Panel for the 96th Miss America Competition Live Broadcast
Ciara will join entrepreneur Mark Cuban, Olympic gold medalist Gabby Douglas, actress Sara Foster, musician and actress Laura Marano, singer-songwriter Cole Swindell and former Miss America Sharlene Wells Hawkes as celebrity judges.

[08/24/16 - 09:46 AM]
GSN's Horror-Themed Game "Hellevator" Returns for Its Second Season with a Special Four-Week Network Event Beginning Friday, October 7 at 9 PM
The series is produced by Matador and Blumhouse Productions, in association with Lionsgate.

[08/24/16 - 09:30 AM]
Video: New Teaser and World Premiere Time Revealed for BBC America's "Dirk Gently's Holistic Detective Agency"
In addition, the network has announced a series of programming stunts, including an original "Star Trek" anniversary celebration, to premiere in the build up to the new series launch.

[08/24/16 - 09:19 AM]
Comedy Central Greenlights Series from James Davis
Davis, host of "Swag-A-Saurus with James Davis," Comedy Central's most watched Snapchat original series, grew up "hood-adjacent" and brings his unique, urban point-of-view to the new weekly series set to premiere in January 2017.

[08/24/16 - 09:16 AM]
Chart-Topping Breakout Artists Alessia Cara, Jidenna and Lukas Graham To Perform at the 2016 "MTV VMA Pre-Show" Live from the Red Carpet at MSG on Sunday, August 28 at 8:00 P.M. ET/PT
Additionally, global hit-making producer, recording artist and social media mogul, DJ Khaled, will host the hour-long pre-show alongside MTV2's "Uncommon Sense" star, Charlamagne Tha God, and hip hop artist, Lizzo, from MTV's upcoming live music series, "Wonderland."

[08/24/16 - 09:13 AM]
Tuesday's Broadcast Ratings: "Got Talent," "Better Late Than Never" Top Charts
NBC leads the evening among total viewers and adults 18-49.