6:45 pm EDT, July 9, 2011

‘How I Met Your Mother’ is inserting new ads into old episodes

In a new advertising strategy, old episodes of How I Met Your Mother are being digitally altered to include ads for contemporary items. Best idea ever or over the top?

Entertainment Weekly reports that not only has How I Met Your Mother promoted the movie Zookeeper by putting an advertisement behind Robin in a rerun of an episode, but it has also promoted Jason Segel’s new movie Bad Teacher, by digitally inserting an ad on a TV screen behind the actor himself in the 2006 episode ‘Swarley’:

According to EW, it is the HIMYM studio distributor 20th Television which is collaborating with SeamBI (Seamless Brand Integration) to sell additional advertising space in syndicated television episodes.

Is this postmodern, intertextual genius on the CBS marketing department’s side? Or is it just too much advertising in an already sign-saturated society?

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