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JOAN AND MELISSA SET FOR A STUNNING DEBUT AT THE GLOBES
1/5/05
PRESS RELEASE
By Juice
Stun Creative Helms TV Guide Launch
Stun Creative has created a tease and launch campaign for Joan and Melissa’s return to red carpet award show coverage – now on TV Guide Channel. Stun co-presidents/CDs Mark Feldstein and Brad Roth spearheaded the campaign, which is airing now in advance of the January 16 Golden Globe Awards. That event marks the mother-daughter team’s “maiden voyage” for the network.
Stun was contracted to concept, write, shoot, and post the campaign, which revolves around Joan and Melissa Rivers literally rolling up the red carpet in the middle of an award show event, and taking it with them to their new home at TV Guide Channel. The project was directed by Rob Zimmerman and shot by Brad Rushing – the award-winning music video DP for such artists as Britney Spears, Eminem, and DMX – who brought a pop quality to the film. Said Roth, “We pride ourselves on being able to deliver more than just laughs…this project called for a stylized look as well.”
Stun collaborated with TV Guide Channel and the Rivers' writing team. “Brad, Mark and the creatives at Stun truly rolled out the red carpet for TV Guide Channel and Joan and Melissa,” said TV Guide VP On-Air Promotion Todd McNulty. He added that the main objective was to show how much fun and excitement Joan and Melissa bring to the red carpet and that the ladies are taking their unique brand of celebrity and fashion coverage to a new channel - TV Guide Channel. “Not only did Mark and Brad provide great creative,” McNulty said, “but they gave Joan and Melissa’s arrival at our network an event status.” As Feldstein put it, “If you can get Joan Rivers to talk about waxing her butt…you know you’ve got a great campaign.”
Client: TV Guide Channel
Spot Titles: “Roll Out,” “Full Body Treatment,” “Underwear”
Air Date: January 2005
Synopsis: In these spots for the TV Guide Channel, “the red carpet has never looked so good.” The network has acquired Joan and Melissa Rivers, who are rolling up the red carpet – and taking it with them – in anticipation of their Golden Globes pre-show coverage.
“Roll Out” – Joan and Melissa may have inadvertently captured a prize in the carpet: Jude Law?
“Full Body Treatment” – An overzealous announcer states that – with its new correspondents - TV Guide is getting a facelift, a tummy tuck…and much, much more.
“Underwear” – A starlet’s gown is tucked into her panties, giving new meaning to the term “high fashion.”
Prod. Co.: Stun Creative
Co-Presidents/CD(s): Mark Feldstein, Brad Roth
Director: Rob Zimmerman
DP: Brad Rushing
Writers for Joan & Melissa Rivers: Jay Redack, Tom Perew, Amy Sweet
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Agency: TV Guide Channel / LA
SVP Marketing: Doug Yates
VP On-Air Promotion: Todd McNulty
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