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Best Awards: Ads for show send up glitz, melodrama

Published on .

Spoofing glitzy awards extravaganzas, Black Entertainment Television touted its second annual BET Awards show last week with a TV, radio, print and promotional campaign based on etiquette lessons for award recipients. In five spots created in-house that ran on Viacom's BET and programs on other networks with high African-American viewership, co-hosts and comedians Cedric "The Entertainer" and Steve Harvey warned against uncontrollable crying and poor wardrobe choices. In one commercial, a sobbing winner fell to the floor gasping for breath but still clutching her award. In another, the co-host admonished "If your outfit can also be worn by the star at a strip show, that is an inappropriate outfit."

Last year's inaugural BET Awards event was viewed by 2.83 million households, gaining a bigger African-American audience than any other awards telecast last year, according to BET.

Winners of BET's wide-ranging awards announced during the live two-hour telecast on June 25 included Alicia Keys as best new artist, Will Smith as best actor, Laila Ali as best female athlete and "Pass the Courvoisier" as best video.

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