Soleil Moon Frye, Melissa Joan Hart Team Up for Lifetime’s Latest Bid to Blow Up Commercial Breaks
variety.comBrian Steinberg Senior TV Editor Pharmaceutical giant GlaxoSmithKline is going to dramatic lengths to get consumers thinking about the challenges of Meningitis B.
Rather than pepper Lifetime’s TV schedule with traditional ads about the disease, GSK has commissioned a short film on the subject, in which actor Soleil Moon Frye talks to parents and experts.
Her efforts will show up in a three-minute vignette that appears during certain Lifetime movies; a 17-minute film made available via a bespoke digital site; and in “snackable” lengths via social and other venues.
Melissa Joan Hart, who was, like Frye, a popular child actor and is a regular in Lifetime’s movies, will also appear in the vignettes, which will appear on digital outlets first and then on the cable network starting June 25. “This isn’t a manufactured moment,” says Maura O’Donovan, vice president of ad sales partnerships at A+E Networks, in an interview. “It really is something that is authentic.” Viewers of the Lifetime movies that contain the promotion will be told at the programs’ start that they contain a new short film that will be presented as part of the show.
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