Dove joins TV series on advertising
The brand will become the star of its own storyline as the employees of the fictitious ad agency are called upon to keep the major client happy later in the series.
Advertising on TV show on advertising
Episode one of Trust Me airs tonight (January 26) on TNT and stars Eric McCormack and Tom Cavanagh and their adventures at the fictitious advertising agency Rothman Greene and Mohr.
As well as being integrated into the plot, Dove will also benefit from a number of interactive projects with viewers.
Visitors to the show’s website will be invited to 'be the creative director’ and develop their own Dove hair care advertising campaigns in conjunction with those created by Rothman Greene and Mohr.
Fans of the TV show will be able to watch a "brand brief" on the site given by a Dove marketer, highlighting the objectives of the campaign. They can then use that information to play the role of creative director and, building on the information in the storyline of the TV show, return weekly to the site to participate in assignments for the campaign.
'Real Beauty' campaign
Dove advertising has received a great deal of attention in recent years for its ‘real beauty’ campaign and attacks on the rarified concept of beauty commonly celebrated in the worlds of fashion and cosmetics.
Last year, Dove launched a digital channel for the brand featuring an editorial board, to encourage conversation between consumers on 'the beauty debate'.
