"Ratatouille" Ad Tricks "Lost" Audiences

03/28/2008 02:44 am ET | Updated May 25, 2011
  • Variety

Advertisers continue wrestling with ways to prevent viewers from skipping commercials, but Disney might win some points for ingenuity -- or, depending on one's point of view, lose some for trickery -- with the "Ratatouille" spot that ran during the "Lost" season finale.

Apparently using the same baritone-voiced ABC announcer, the commercial began by saying that after wondering about the mysteries, "On June 29, the biggest secret of all will finally be revealed." But rather than touting "Lost," the blurb shifted gears to Pixar's upcoming animated feature about a French rat with a penchant for fine cuisine.

Pixar and ABC share the same Disney parentage, and the all-in-the-family ad capitalized on some of the biggest ratings the network is likely to see -- other than perhaps during the NBA championship series -- between now and the "Ratatouille" opening.

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