• Adweek, Thursday, April 19, 2007 10:32 AM

WPP Group's MindShare will put together its two largest clients -- Sprint and Unilever -- in a multimedia project aimed at providing a forum to discuss motherhood issues, while promoting their inventory. The agency says it is the first time it put two companies in a single venture, but the brains behind it, David Lang, managing director of MindShare Entertainment, has other, similar projects in development.

"While their products and services are on opposite ends of the spectrum, both brands share a keen understanding of a mom's life and offer solutions to help her stay connected and look her best," he says. The project starts with a Web-based series called "In the Motherhood," starring "The King of Queens" actress Leah Remini, directed by Peter Lauer of "Malcolm in the Middle."

Plans call for the production of five five-minute episodes, with the possibility of a "second season." The two clients are 50-50 partners and the series will be promoted on "The Ellen DeGeneres Show," which will feature clips from them over a 10-week period starting this week. And DeGeneres will push her viewers to submit their stories, while featuring Remini on her program.

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