Hellmann's Vignette in next popular Unilever Ad Campaign on AMC
Season-Long Mad Men Sponsorship Showcases and Celebrates the Heritage of Six Iconic Unilever Brands.
EnglewoodCliffs, NJ – August 25, 2010 – With a nod to nostalgia, Unilever (NYSE: UN), one of the world’s leading marketers and largest consumer packaged goods companies, has joined AMC’s Mad Men for a unique season-long sponsorship. The advertising campaign incorporates six iconic Unilever brands, including DoveTM, BreyersTM, Hellmann’sTM, KlondikeTM, SuaveTM and VaselineTM, into a series of 13 vignettes.
The spots are airing during season four of the hit show as well as online, including a dedicated YouTube channel—http://www.youtube.com/smithwinter The Unilever vignettes offer a behind-the-scenes look at the creative partners of a fictional 1964 ad firm, Smith Winter Mitchell. This week’s upcoming vignette features the agency brainstorming a new campaign for Hellmann’s mayonnaise.
Designed to celebrate the heritage of the brands that are as popular today as they were in the 1960s, this campaign combines witty historic parody with modern ad footage. This unique approach to advertising, that is both contextually and culturally relevant, appeals to consumers’ sense of nostalgia while tapping into one of today’s most popular cultural phenomenon.
“Unilever has a history of engaging consumers through innovative marketing campaigns, and our Mad Men sponsorship is no exception,” notes Kathy O’Brien, Vice President of Personal Care, Unilever U.S. “The historical angle plays perfectly in the context of the series; the featured Unilever brands are prominent today and were popular in the 1960s when Mad Men is set. That is why our campaign is resonating with consumers.”
In each vignette, Smith Winter Mitchell’s founding creative partners, copywriter Phil Smith and art director Tad Winter, are tasked with developing ad campaigns for big-name brands such as Dove, Breyers, Hellmann’s, Klondike, Suave, and Vaseline. Smith Winter Mitchell is a boutique shop not afraid to take on the big names of Madison Avenue and the big brands of Unilever.
The innovative vignettes are a result of Unilever’s pioneering “reverse upfronts,” in which brand managers work with media companies to develop ideas on how to best showcase brands across platforms -- all well ahead of the annual upfront ad sales market.
Each week, fans can tune in to watch the vignettes, which air during Mad Men, Sunday nights at 10 p.m. ET. Fans can also tune into the Smith Winter Mitchell Agency YouTube channel— http://www.youtube.com/smithwinter —to see the ads again.