February 24, 2006

Dove Web TV puts Huffman into the past

By Gail Schiller

LOS ANGELES (Hollywood Reporter) - Felicity Huffman is
starring in a series of Dove webisodes directed by Penny
Marshall that transport the Oscar-nominated actress into the
homes of beloved TV moms Carol Brady, Lily Munster and June

Thanks to an evening shower with Dove's new Calming Night
body wash, Huffman drifts off into a dream world where the
"Desperate Housewives" star finds herself living in classic
episodes of "The Brady Bunch," "The Munsters" and "Leave it to
Beaver" and conversing with the shows' characters.

The webisodes, which launched this week at
www.dovenight.com, will be available through April 9. They will
be supported by TV spots and other marketing initiatives.

Unilever, which owns Dove, has been extremely proactive in
producing its own entertainment content to market its brands.

On Thursday, Spike TV aired "Exposing the Order of the
Serpentine," a 30-minute show produced by MindShare
Entertainment in association with Marobru Prods. for Unilever's
Axe Shower brand to help promote a new product, Snake Peel
Shower Scrub.

The show, a spoof on a news expose, reveals a "sacred
brotherhood dedicated to helping guys move beyond the shame of
questionable hook-ups," according to Axe. "The idea for a show
grew from the insight by Unilever ad agency Bartle Bogle
Hegarty that guys want to shed their shame," Axe brand
development director David Rubin said. "We've produced another
way for Axe to connect with our target -- in the entertainment
space." Axe also recently produced a reality-based show on MTV
titled "The Gamekillers."

Last year, branded entertainment company Conductor created
an online video blog for Axe deodorant that followed two
comedians as they tested out seduction moves on women in seven
U.S. cities over five months. Axe also hired Wild Tangent to
create a free online game called Mojo Master that allowed
players to test their seduction moves on 100 3-D women.

Reuters/Hollywood Reporter