ABC, CBS Reject ‘Cold War’ Ads Featuring World Leaders

Two television networks rejected commercials for a cold medicine that feature the leaders of the superpowers in a play on the term “Cold War.”

CBS and ABC said Wednesday they had refused to run commercials featuring President Bush and Soviet leader Mikhail S. Gorbachev unless the company obtains permission from the two heads of state.

Schering-Plough Corp. is using pictures of Bush and Gorbachev at their recent Maltese summit talks in a television and newspaper advertising campaign that starts today.

But CBS and ABC notified the company’s ad agency Wednesday that they wouldn’t run the commercials for the cold medicine Drixoral without government permission, said Kent Roman, an account supervisor for the agency, Messner Vetere Berger Carey Schmetterer.

NBC still plans to run them, and Schering is considering placing them on cable television channels, he said.

In the past, the White House has sent stiff cease-and-desist warnings to companies using the President’s picture to make him appear to endorse a product.

Schering didn’t ask Bush’s permission before making the ads, company officials said.

The White House press office declined comment about the matter Wednesday.

Several principals of the ad agency worked on commercials for Bush’s 1988 presidential campaign.

“They (Schering) should obtain the consent of the White House” and Soviet authorities, said Matthew Margo, a vice president for program practices at CBS. He said it is inappropriate to use the presidency to sell products.

However, he said CBS would run the commercials if the leaders gave their permission.

ABC officials couldn’t be reached for comment late Wednesday on their refusal to run the ads.

Tom Feitel, a senior brand manager of Schering, said NBC plans to air the commercial and newspapers will run the ads.