For these runners,
let the real race begin
They're all over 40, and they're running marathons
By Toni Fitzgerald
Nov 5, 2009
When you’re young, life isa sprint. You don’tthink long term; you’rehaving fun, figuring out life, living for the moment.
When you reach your 40s, however, you realize that life is actually a marathon. You plan for the long term, conserving your resources in order to get there.
So when TNT began brainstorming for an out-of-home element for its upcoming show “Men of a Certain Age,” about a trio of friends in their 40s, it seemed like a no-brainer: Get involved in a marathon, or better yet, five.
Starting with last weekend’s New York City ING Marathon, Turner is sponsoring teams of 40 marathon runners, all over the age of 40, at five races across the country. Each runner wears a “Men” shirt.
Family members are stationed in a special “Men”-branded cheering zone where they also sport “Men” T-shirts. The cheer zone will have a balloon arch running over top of the race course and signs bearing the faces of “Men’s” three stars, Ray Romano, Scott Bakula and Andre Braugher.
The cheer zones are, appropriately enough, located at the midpoint of each race.
“At the heart of the show is the belief that the best part of life happens in the middle,” says Tricia Melton, senior vice president of marketing for TBS, TNT and TCM.” We wanted to take that idea and extend it into our marketing. The midpoint of a marathon was a natural fit.”
TNT recruited its runners, both men and women, through local running clubs and the marathon organizers.
The network got a big response. More than 100 people volunteered in New York alone.
“It has actually been very easy to put these teams together,” Melton says. “There’s definitely a sense of pride in still being in the race as an over-40 runner. “
“Men” will sponsor additional race teams in San Antonio on Nov. 15, Atlanta on Nov. 26, Seattle on Nov. 29 and Sacramento on Dec. 6.
The idea works on several levels. First there’s the obvious connection between the midpoint of the race and the midpoint in the characters’ lives on “Men.” The marathon acts as a metaphor for life.
There’s also a second aspect that’s become hot over recent years, the idea of do-good marketing. Though the marathon teams and cheer sections aren’t a charitable endeavor, they are encouraging healthy behavior.
That makes the stunt more memorable but, more importantly, gives it some moral heft beyond simply advertising a TV show.
As to the question of whether any of the stars of the show, which premieres next month, will pop up on one of the marathon teams, don’t hold your breath.
“I’m not sure if any of them are running marathons this year,” Melton says. “But Scott is athletic, and Ray is obviously a huge golfer. I can’t speak for Andre.”
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