Breyers Webisodes Feature '30 Rock' Star
"30 Rock" star Jane Krakowski is starring in two webisodes for Breyers Smooth & Dreamy, the ice cream brand's new all-natural light line.
Krakowski is digitally inserted into scenes from movie classics "Gone With the Wind" and "King Kong," with a twist: Her side of the dialogue is new, reflecting how a modern woman might interact with Rhett Butler or the iconic, oversized ape.
The "GWTW" parody, now being featured on the SmoothandDreamy.com, begins and ends with scenes of Krakowski eating the ice cream while watching the movie on television. The "King Kong" version will debut in about two weeks.
Mindshare Entertainment produced the webisodes. Gail Mancuso, who has directed "30 Rock" and numerous other comedy series, was tapped to direct. Ryan iDirect designed and developed the digital elements, including the campaign's site.
The Unilever brand is also encouraging consumers to get in on the act by uploading a photo and face-mapping technology from Oddcast. The software enables them to insert themselves into the classic movie scenes as Krakowski's character, Butler or King Kong. Personalized webisodes can be emailed to friends or posted on social network pages.
Breyers is also offering a sweepstakes tie-in with a grand prize of a week in Hollywood for four people, a Warner Bros. VIP studio tour and $5,000 cash.
The Smooth & Dreamy campaign includes television and other traditional media, as well as social media and other word-of-mouth outreach.