Who Will Make The Cut? New NBCUniversal Nightlife Series Shows What It Takes To Get Behind The Velvet Rope And Into Your Best Night Ever; At Last, The Secret Is Clear
NEW YORK, May 22, 2012 /PRNewswire/ — From rooftop raves to poolside “partays,” the summer nightlife scene is heating up. But who’s in and who’s not? Now a unique on-air vignette series from new premium hair care brand, CLEAR SCALP & HAIR THERAPY(TM), produced by NBCUniversal’s Integrated Media and Creative Partnerships & Innovations groups in association with Mindshare Entertainment, reveals what it takes to get behind the velvet rope and into the inner sanctum so you can have your best night ever. It turns out the secret is strong, beautiful hair and the confidence it gives you.
Featuring nightlife know-it-alls, “30 Rock’s” Jane Krakowski; Andy Cohen of “Watch What Happens Live;” Giuliana Rancic of E!’s “E! News,” “Fashion Police” and “Live from the Red Carpet,” and Style’s “Giuliana and Bill;” and, “Saturday Night Live” alum Tim Meadows, the on-air vignette series that manifests into interactive online content is sponsored by CLEAR SCALP & HAIR THERAPY(TM), a revolutionary new line of nourishing shampoos and conditioners. “Best Night Ever” is the story of Logan and Chloe, a hot guy and girl who confidently gain access behind the velvet rope at an exclusive nightlife hotspot called “Clear.” Once inside, they interact with some of NBCUniversal’s hottest celebrities and eventually work their way into the club’s most exclusive inner sanctum, “The Source.” The campaign will run across NBC, Bravo, E!, Oxygen, Style, NBC.com, Bravotv.com, Eonline.com, Oxygen.com, MyStyle.com, and DailyCandy.
The action begins during sweeps week on May 14th with a 15 second prime time teaser designed to spark interest and excitement, and will run during the premiere of NBC’s “America’s Got Talent.” The mini-series breaks one week later on May 21st during “Bethenny Ever After” on Bravo and drives fans online for a chance to create their very own customized storyline. Once online, consumers will discover that Logan’s and Chloe’s fate is in their hands, thanks to cutting-edge InterludeTechnology that allows them to decide “what happens next” at every step of each character’s journey, including whether Logan and Chloe finally gain access to The Source.
“Ultimately, as our characters and celebrities prove, the secret to having your best night ever is not befriending the bouncer or getting to know the bartender, it’s about the confidence that great hair brings,” notes David Rubin, U.S. Haircare Marketing Director for Unilever. “New CLEAR SCALP & HAIR THERAPY(TM) nourishing shampoos and conditioners offer a unique approach to hair care that starts with scalp nourishment and creates the right foundation for strong, beautiful hair for women and dandruff-free hair for men so you’ll get great hair for the confidence you need to have your ‘Best Night Ever.’”
In order to reach viewers while they’re watching and engaging with their favorite NBCUniversal TV shows, the mini-series will unfold as four 30 second spots on Bravo, E!, Oxygen and Style over four weeks starting on May 21st. Each spot will feature different talent, including Krakowski, Rancic, Cohen and Meadows, and each will conclude by inviting viewers online to “create the story and tune in next week to see how the next chapter unfolds.” The most popular story lines from Chloe’s journey will be aired each week on TV, while Logan’s custom series will be visible online. Throughout the series, consumers will be able to share their experience with their friends on Facebook and on NBC.com/bestnightever and offer real time feedback and stories via #bestnightever.
“This is audience engagement at its best,” said Barbara Blangiardi, SVP, Creative Partnerships & Innovation. “By infusing entertainment into the CLEAR SCALP & HAIR THERAPY(TM) message, the campaign becomes a fun, shareable, impactful experience.”
NBC Stars Turn Bouncer, Bartender and Clairvoyant in ‘Best Night Ever’
Krakowski, Rancic, Cohen and Meadows each channeled their inner “life of the party” personas when filming “Best Night Ever.” An opening scene finds Rancic using her nightlife expertise to run the velvet rope line with the bouncer. In another scene, Krakowski plays a tarot card reader who has a vision about Chloe’s quest to reach The Source. Meanwhile, Cohen and Meadows each make a cameo appearance as himself – cool club-goers who revel in Clear’s nightlife scene.
“‘Best Night Ever’ is the ultimate guilty pleasure – it’s got it all … action, adventure, romance and an origami scene you won’t believe,” notes Krakowski who relished her role as the club’s clairvoyant. “I loved being able to predict the future – thanks to new CLEAR SCALP & HAIR THERAPY(TM) shampoos and conditioners, beautiful hair is always in the cards.”
While fans may tune in initially to catch a glimpse of their favorite NBCUniversal stars experiencing their “Best Night Ever,” they’ll be hooked once they discover Interlude’s on-line video platform that lets them make choices that affect the course of the series in real time.
The “Best Night Ever” series concludes the week of June 11th and will air across several NBCUniversal cable primetime shows such as “Real Housewives of New York” (Bravo), “Keeping up with the Kardashians” (E!) and “Giuliana and Bill” (Style).
About CLEAR SCALP& HAIR THERAPY(TM)
NEW CLEAR SCALP & HAIR BEAUTY THERAPY(TM) nourishing shampoos and conditioners are available in six customized ranges to address the most important hair and scalp needs for women including: Total Care, Damage & Color Repair, Volumizing Root Boost, Strong Lengths, Moisturizing Dry Scalp and Complete Care.
NEW CLEAR MEN SCALP THERAPY(TM) shampoos and 2 in 1s are specifically formulated to meet the hair and scalp needs for men including: Complete Care, Cool Sport Mint, Clean & Refresh, Dry Scalp Hydration, and Strong & Full.
NEW CLEAR SCALP & HAIR BEAUTY THERAPY(TM) ULTRA SHEA offers a fully customized range of hair care products including nourishing oil and balm as well as shampoo and conditioner, specifically formulated to meet the unique needs of African American women.
For more information visit Facebook.com/ClearHairCare
About Unilever North America
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca.
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. Comcast Corporation owns a controlling 51% interest in NBCUniversal, with GE holding a 49% stake.
About Integrated Media
NBCUniversal Integrated Media (IM) works across the company’s vast portfolio of on-air and online properties to develop custom, innovative content and marketing solutions for our clients. As a leading strategic and creative partner to marketers, IM taps its unparalleled consumer insights to forge powerful brand connections with highly targeted audience segments on a broad scale. The group also spearheads several cross-company initiatives including: Women at NBCU, Green is Universal, Hispanics at NBCU and Healthy at NBCU, which enable brands to more deeply engage with key consumer groups and integrate messages around important issues, such as health and the environment.
Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 113 offices in 82 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP. Visit Mindshare online at http://www.mindshareworld.com/.
Interlude is an Israeli-based technology company delivering unique interactive video experiences.
For more information, please contact:
Kathryn Fernandez, Unilever, 201-894-2484 / Kathryn.Fernandez@unilever.com
Jenna Dalto, Weber Shandwick, 212-546-7851 / firstname.lastname@example.org
Lenore Moritz, NBCUniversal, 212-664-5191 / Lenore.email@example.com