Kleenex to Produce Olympic-Themed Documentary
Kimberly-Clark’s Kleenex brand will produce a documentary to record the emotions of athletes and fans around the Olympics as an extension of its “Let it Out” marketing campaign.
“Let it Out: The Movie” is planned as a 40-minute film to capture reflections of past Olympics winners and prospective competitors, as well as fans. It will be shot over the next several months around the U.S. at U.S. Olympics Team Trials events and other venues.
Lookalike Productions, founded by Emmy Award-winning twin sisters Lisa Lax and Nancy Stern, will produce it. Broadcast journalist Paul Hochman will conduct the interviews on Kleenex’s signature blue couch, encouraging athletes and fans to share their emotions about the games and major emotional moments from their personal lives.
“We just want to capture those emotions,” said Angela Fisher, Kleenex senior brand manager. “We think through the documentary and our ‘Let it Out’ campaign we’ll be able to make a natural connection to the Olympics.”
Olympics soccer star Julie Foudy will be the brand’s spokesperson and will be featured in the film.
The film will debut at USA House in Beijing during the upcoming Summer Olympics. Kleenex is currently formulating distribution plans in U.S. venues, which will likely include theatrical screenings. Eventually, it will be available online at Kleenex’s http://www.letitout.com Web site.
The campaign had its genesis early last year with the release of a study commissioned by Kleenex indicating that while 80% of Americans feel it’s healthy to express their emotions, 36% say they don’t do so often enough.
