Branded Entertainment: Dove Micro TV Series “Fresh Takes” Starring Alicia Keys
With a hit album titled “As I Am”, it’s no wonder why Dove chose Alicia Keys to play the starring role in their new Campaign for Real Beauty TV micro-series, “Fresh Takes”.
The series is about the everyday life of a 20-something year old female and the pressures she has to overcome in order to pursue her passions.
Hmm, sounds very 7th Heaven to me but at this point anything is better than another MTV commercial that tries to sell me ring tones, sms horoscopes or Domenico in a red white and green Speedo.
Each mini episode will air as commercial interstitials during the March 24th (10pm EST) premiere of “The Hills” on MTV.
One of the other bloggers on Highbrid Nation wrote about Alicia Keys and Dove and I’m kinda confused. A soap company hired a R&B singer to star in a drama on MTV that will take place during commercial breaks? WTF? But what do I know, that other writer said it was a good idea so maybe he’s right. Being a 27 year old black man, I don’t think I’m the crowd they are aiming for anyway, lol.
In theory I like the idea of advertisers getting a bit more creative than the traditional 30 second spot. While I haven’t seen the content quite yet I have to admit the media buy was genius.
Already in its third season, The Hills, has managed to keep an audience of tweens, teens and young adults captivated by the drama of sour relationships, bad decisions and being glam. Toss some dove in the mix and you have yourself a new soap …except this one doesn’t take up shelf space…