Usually it happens the other way around.  ....You know - a sponsor pulls their advertising in an attempt to make changes to a television program.  Or - taken to the extreme - to get it cancelled.  This time around, the reverse is true;  Hoover is pulling it's advertising on ABC in an attempt to help save the recently cancelled All My Children and One Life To Live soap operas.

The famous vacuum-cleaner maker — one of the most iconic brands in America — has posted a statement on Facebook saying it will pull all advertising from ABC effective April 22 to protest the cancellation of the network's daytime soaps All My Children and One Life to Live.

The Facebook connection is a tell-tale sign of the times - as Hoover hopes to harness the power of social media.  But will it work?

An ABC executive, requesting anonymity, contacted TV Guide Magazine to offer the network's POV. "Usually advertisers stop advertising when they want to cancel a show, not the other way around," states the suit. "We've said that the cancellation of

AMC and OLTL was about money and ratings, so [the Hoover boycott] is just counterintuitive. You don't save something by taking money away."

And to think - it all started because of a family connection.  In this case - maybe blood is thicker than dollars?

A Hoover executive who says his wife and mother are big fans of two soap operas canceled by ABC says he is yanking the vacuum-makers'' ads from the network in protest.