Felicity Huffman chats with classic TV moms for new Dove lotion Felicity Huffman is getting ready for the Academy Awards by starring in three fantastic Web-only films directed by Penny Marshall for Dove Calming Night body lotion. In the films, posted at DoveNight.com, she showers with Calming Night, gets into bed, falls asleep and is transported into scenes from three old TV shows—The Brady Bunch, The Munsters and Leave It to Beaver—where she gets to hang out with classic TV moms of yore. The campaign, by MindShare Entertainment, couldn’t be much better. The editing is seamless, Huffman’s jokey acting is perfect, and the product tie-in is completely organic and true. And with Huffman, the timing couldn’t be better. —Posted by Tim Nudd

March 2, 2006 | Permalink

Comments

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hmm, i think i liked that episode of roseanne better. you know, when she hangs out with norma arnold, louise jefferson, ruth martin, and june cleaver. you know, actually with them and not spliced in. now that was great.

Posted by: mando | Mar 2, 2006 10:34:06 AM

Why is it that the clients who want the worst work will spend the most money? Sigh....

Posted by: VoiceOfReason | Mar 2, 2006 11:22:06 AM

I felt differently about these than you did, Tim. They came off as insincere to me. Consequently, I didn't think they were very funny. And for the money it took to land Felicity and Penny (let's pretend we're in Hollywood) I think we could certainly have expected better. On the other hand, I think the mainline spot that Dove did (sandwiched in between Huffman intros and outros) was very insightful, appealing and compelling (for those with kids). And it used scale talent and one location shoot. Score one for old media in this case. And long live the subjective nature of this freakin' business.

Posted by: American Copywriter | Mar 2, 2006 2:42:55 PM

Absolutely incorrect. These webisodes were hilarious. Good work.

Posted by: bobo | Mar 2, 2006 2:50:02 PM

dove goes from celebrating real beauty and little girls' self-esteem to a desperate housewives' star and uber sfx.

brilliant.

Posted by: HighJive | Mar 4, 2006 2:45:34 PM

I completely agree with Tim. Dove found a way to entertain people while slipping in their product message. Brilliant. The webisodes were hilarious, and Felicity was the perfect person to star in them.

Posted by: Crimson | Mar 5, 2006 7:18:30 PM

I think there is ZERO tie-in between Dove and these ads. They are boring and a waste of Unilever stockholders money! Who ever is the marketing director for these ads should be fired.

Posted by: Jim | Mar 19, 2006 1:55:32 AM

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