NBC and Peacock knew what they were doing when they put Mariska Hargitay in charge as the show’s first female host in 15 years. Though Apple TV broke a record, with Widow’s Bay becoming the most-awarded comedy in a season with 14 total Emmys, Hargitay was the big winner on the night.
The entire broadcast served as a showcase for the actor, who integrated her storied Law & Order career throughout the show, all while singing, dancing, and even bringing in Taylor Swift.
From Hargitay’s prowess to some sly ad integrations, here are ADWEEK’s takes from Emmys night:
Advertisers got in on the Emmys early
All respect to Hargitay, but it did not require extensive detective work to see that ad integrations made it into the broadcast early.
In Hargitay’s opening number, a parody of “I Love Rock ’n’ Roll,” both United Airlines and Marriott received valuable airtime. United got a beauty shot of a plane as Hargitay raced to do the opening number for the Emmys. Meanwhile, multiple scenes showed Hargitay in a Marriott robe as she prepped for the show.
The ad moments once again show the importance of integrations in live events as brands try to become integral parts of cultural moments.
Hargitay was having fun
For an actor known for serious roles, this was a chance for Hargitay to let loose as host of the Emmys. And she didn’t disappoint.
Hargitay comically stumbled over saying the word “finale” in her opening monologue, noting that Law & Order: Special Victims Unit, which already has 27 seasons, hasn’t had one of those. Plus, the actor brought in Taylor Swift, a major Law & Order fan, for a sketch about whether or not the singer would appear at the Emmys, and Hargitay also sang about saying goodbye to shows alongside Andrew Rannells.
If there was any trepidation for having a non-comedian host the show, Hargitay closed the case on any concerns quickly.
Apple TV is trying to be the new HBO
Step aside, HBO. Though Apple TV may be smaller than other major streamers, the platform is punching above its weight when it comes to prestige TV.
