Saturday, 8 October, 2011 11:00 PM
and bpg Shine Spotlight on Female Directors in Pioneering Creative
Campaign for Launch of Groundbreaking Original Movie Five
World Premiere Set for October 10
by Brian Bowen Smith / bpg
Aniston is featured in an ad campaign created by bpg advertising
for Lifetime's original movie, Five, premiering
October 10 at 9:00 PM ET/PT.
LOS ANGELES --
Lifetime (Lifetime Television) and bpg (www.bpgadvertising.com),
a full-service, award-winning creative advertising agency for the
entertainment industry, have jointly launched a groundbreaking print
and broadcast campaign for the network's upcoming major movie event
Five, an anthology of five deeply interconnected short
films that use humor and drama to explore the impact of breast cancer
on people's lives. Unlike typical promotions featuring actors or
storylines, the campaign positions Five's high-profile
directors – Jennifer Aniston, Alicia Keys, Demi Moore, Patty
Jenkins (The Killing) and Penelope Spheeris (Wayne's
World) -- as its focal point. Five will make its world
premiere on Lifetime on Monday, October 10, at 9:00pm ET/PT during
Breast Cancer Awareness Month.
"This compelling ad campaign for Five truly illustrates each
short film's powerful message and the clear vision these directors
have brought to the entire project," said Tim Nolan, Senior
Vice President, Marketing, of Lifetime.
Shot in black and white
by celebrity photographer Brian Bowen Smith, each out-of-home ad
for Five features a single image of one director (Aniston,
Keys, Moore, Jenkins and Spheeris) set against a black background
with their name and the movie's title graphic in a steel blue color.
In addition to the five directors, Emmy® Award nominee Jeanne
Tripplehorn (Big Love, Grey Gardens), who stars in each
short film featured in Five, is highlighted in the campaign.
"Unlike other entertainment
advertising campaigns, we decided to take the unique approach of
focusing on the talent behind the camera," said Steph Sebbag,
President, bpg. "We tapped into the five extremely moving short
films that these strong, influential women directed."
To help raise breast
cancer awareness, the Five directors and Tripplehorn also
appear in a PSA in which they each read a specific phrase of possibility
directly into the camera. Their reading begins to intensify, flowing
into one another until their words and faces blend together culminating
into a steel gray screen of silence, after which, hauntingly and
powerfully, the copy "You have the power to stop breast cancer"
slowly appears. Viewers are then asked to join Lifetime's pioneering
movement to defeat breast cancer at mylifetime.com.
The network's out-of-home
ad campaign is featured at newsstands, kiosks, on billboards and
transit shelters throughout targeted locations in the New York and
Los Angeles markets. In addition, the Lifetime Five campaign
features a 30-second promo and a Breast Cancer Awareness PSA.
From executive producers
Aniston, Marta Kauffman (Friends), Paula Wagner (The
Last Samurai, Mission: Impossible), Kristin Hahn (The Departed,
The Switch), Kevin Chinoy (Greg the Bunny, Warren the Ape)
and Francesca Silvestri (Greg the Bunny, Warren the Ape),
Five features an all-star ensemble cast, including Tripplehorn,
Academy Award® nominee Patricia Clarkson (Pieces of April),
Rosario Dawson (Sin City), David Eigenberg (Sex and
the City), Lyndsy Fonseca (How I Met Your Mother),
Ginnifer Goodwin (Big Love), Josh Holloway (Lost),
Taylor Kinney (The Vampire Diaries), Jenifer Lewis (The
Princess and the Frog), Jennifer Morrison (House M.D.),
Kathy Najimy (WALL-E), Golden Globe® Award winner Bob
Newhart (Horrible Bosses), Annie Potts (Law & Order:
SVU), Tracee Ellis Ross (Girlfriends), Emmy and Golden
Globe winner Tony Shalhoub (Monk) and Emmy nominee Jeffrey
Tambor (Arrested Development), along with Xander Berkeley
(24), Alan Ruck (Spin City) and Scott Wilson (In
Cold Blood). The inspiration for the five films was brought
to the producers by co-executive producer Mike Wiese of JWT.
Through an interconnected
story arc developed by Kauffman that uses humor and drama to focus
on the effect breast cancer and its different stages of diagnosis
have on relationships and the way women perceive themselves while
searching for strength, comfort, medical breakthroughs and, ultimately,
a cure, Five highlights the shared experience each short
film's title character – "Charlotte" (Goodwin,
directed by Moore), "Mia" (Clarkson, directed
by Aniston), "Lili" (Dawson, directed by Keys),
"Cheyanne" (Fonseca, directed by Spheeris) and
"Pearl" (Tripplehorn, directed by Jenkins) –
endures from the moment of diagnosis. Each touching storyline is
tied together by chronologically featuring "Pearl," beginning
as a confused child bravely facing the loss of her mother (Goodwin)
to breast cancer to her adult life as a mother and oncologist treating
other patients (Clarkson, Dawson and Fonseca) before she
herself is diagnosed with, and ultimately beats, the same disease
that took her mother.
Five is produced
by Sony Pictures Television, Echo Films, Chestnut Ridge Productions
and Freestyle Picture Company.
is a full service, award-winning creative advertising agency for
the entertainment industry. Through print, online and broadcast
media, bpg conceptualizes clean, cutting edge and comprehensive
campaigns, with big picture thinking. bpg has been nominated and
has won dozens of industry awards recognizing its work in various
media, including the 2011 Agency of the Year for PromaxBDA Awards,
as well as Graphis Awards, Davey Awards, Golden Trailer Awards,
Key Art Awards, and Telly Awards. The agency was established in
2005 by Steph Sebbag. Clients include Bravo, History, Syfy, NFL
Network, Lifetime, E!, Food Network, Tennis Channel, USA, Showtime
and 20th Century Fox.
Lifetime Television is
committed to offering the highest quality entertainment and information
programming, and advocating a wide range of issues affecting women
and their families. Lifetime Television®, Lifetime Movie Network®,
Lifetime Real Women® and Lifetime Digital™ are part of
Lifetime Entertainment Services, LLC, a subsidiary of A+E Networks.
A+E Networks is a joint venture of the Disney-ABC Television Group,
Hearst Corporation and NBC Universal.
credit: Thomson Reuters-NPR
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