Donny Deutsch and his ad agency play a big role in tonight’s The Apprentice, as the teams are challenged to create TV commercials for a new Dove body wash.
The teams, Magna and Net Worth, will meet Deutsch at his New York City headquarters, Deutsch, Inc., where they will receive instructions on creating, filming and editing a 30-second spot for Dove Cool Moisture Body Wash.
The teams will have access to “state-of-the-art” production facilities, actors, models and film editors.
Tonight’s episode is likely to find the teams struggling with creative ideas and figuring out how to position the brand. The two teams could not be farther apart in their themes, with one very erotic commercial and the other with an athletic slant.
“We wanted to create a realistic marketing challenge for the contestants,” Deutsch said in a statement. “We were looking for the ‘wow’ factor, and Donald and I were taken aback by what was presented.”
Rob Master, brand manager for Dove Personal Wash added, “Let’s just say what they came up with was a little peculiar. Who would have imagined that cucumber and green tea could cause so much drama in the boardroom?” In a preview spot Trump called one of the spots “offensive.”
The body wash includes pure cucumber extract and a touch of green tea. Will viewers see the winning team’s ad once the episode ends?
“What they came up with was not what we had in mind and we have no plans to use their ads to promote our new Dove Cool Moisture Body Wash,” Master said.
On Friday, viewers can go to Dove.com for free samples of the product and a chance to win tickets to the show’s season finale. Unilever manufacturers Dove products.
Other Dove body wash activations include a major program at Wal-mart with displays, intercept samplers and ads featuring Donald Trump. In-store displays at other retailers, radio promotions, Web placements and print ads.
Deutsch is no stranger to TV: he hosts The Big Idea with Donny Deutsch on CNBC. He also appeared on NBC following the Super Bowl last Sunday to talk about the ads that appeared during the game.
The Apprentice, now in its third season, airs Thursday nights at 9 pm ET. Other brands that have played key roles in the series include Crest, Home Depot and Burger King.
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