Girding For A Serious Tax Battle, Retailers Turn To Funny Ads

To deal with what the National Retail Federation calls an “existential threat” to the retail industry, the group is taking an unusual approach for an industry association: a “Saturday Night Live”-like infomercial parody. Even more unusual, the NRF will actually air the infomercial during “Saturday Night Live” this weekend. The spot resembles a late-night spot for a cleaning product, with a pitchman touting the “benefits” of the border adjustment tax: “The all-new BAT tax is specially designed to make your disposable income — disappear!” The NRF has aired the spot on Fox News’ “Fox and Friends” this week and is paying for the commercial to run during “Saturday Night Live” on Saturday. Not coincidentally, these are both programs that President Donald Trump has been known to watch. David French, senior vice president for government relations at the NRF, said the goal was to air the spot where lawmakers and the White House would notice it. “’Saturday Night Live’ is an interesting place for public affairs advertising at this point, but this season it’s become part of the public affairs conversation,” French said. “We thought it was a nontraditional place to go but a valuable way to reach policymakers.” Read more at CBS Money Watch.