Mike and his parents tackle making a new commercial for Viva brand towels as Mike starts a new partnership with Kimberly-Clark.
DALLAS, Feb. 15, 2011 /PRNewswire/ — Mike Rowe knows dirt, and Viva brand towels know clean. This is the juxtaposition that makes the host of Discovery Channel’s Emmy®-nominated series Dirty Jobs a great fit with the integrated marketing campaign debuting for Viva brand towels. The campaign will showcase Mike Rowe in his dirty element, showing how Viva brand towels can handle his tough messes.
In the television execution of the campaign, Mike’s parents are featured in a “homecoming” scenario, using Viva brand towels as their go-to solution for Mike’s dirty messes.
“Featuring Mr. Rowe’s parents in a national campaign is a first,” said Geoffrey Golub, Viva brand manager. “No one knows better how to clean up after Mike than his parents, and in reality they are loyal Viva brand towel users.”
Developed by Kimberly-Clark with its Viva brand agency of record – Trisect, the campaign inspires consumers to try a Viva brand towel roll for themselves and grasp the unquilted difference of the fiber-packed, concentrated roll.
“Mike Rowe is the perfect partner for us to showcase our unique product design – begging the question, if Viva brand can handle Mike Rowe’s messes, just think of what it can do in your home,” said Golub.
“To be honest, I was surprised to get the call. I’m not exactly known for my commitment to cleanliness or my devotion to paper towels,” said Mike Rowe. “But the concept for the spot was really clever and frighteningly authentic. And the chance to get chased around on camera by my actual parents was frankly, irresistible.”
Airing from Feb. 14 to May 31, 2011, the television advertisement will run on both cable and national networks on a variety of shows including “The Today Show,” “Late Show with David Letterman” and “Top Chef.” The integrated marketing effort also includes FSI’s, retail shelf talks and online components including the branded website and social media efforts such as Facebook.
The partnership between Kimberly-Clark’s Viva brand towels and Mike Rowe includes a shared commitment to celebrating and supporting men and women in skilled trades, something Mike has been doing around his website, mikeroweWORKS.com. Kimberly-Clark has already shown their commitment to his cause, by making a donation in 2010 to the mikeroweWORKS Foundation.
View original press release – HERE.