February 08, 2008

Suave(R) and Sprint bring back groundbreaking webisodes for Season 2

NEW YORK, Feb. 8 /PRNewswire-FirstCall/ -- Building on a successful inaugural season, ’In the Motherhood,’ a multi-platform online comedy series conceived by Sprint (NYSE: S), Suave and MindShare Entertainment, returns to MSN in early February with an expanded roster of Hollywood talent and a more robust online community.

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The Web series, which achieved an amazing 5.5 million views last season, will feature a star-studded ensemble cast. This season, joining Leah Remini and Chelsea Handler is newcomer Jenny McCarthy to profile the ever-hectic, yet always humorous lives of three mom girlfriends.

"Every mom, including myself, can relate to the hilarious scenarios that arise throughout ’In the Motherhood,’ because the storylines capture an authentic look at the lives of REAL moms," says McCarthy. "It’s so much fun to be part of a series that perfectly encapsulates these comical situations that only another mom would understand."

Mom-to-Mom Community

While Remini, Handler and McCarthy are the stars in front of the camera, the real stars of this unique program are the everyday moms from across the country whose real-life stories will be incorporated into the scripted short-form comedy series.

Here’s how it works: Professional Hollywood screenwriters create the storylines for each of the webisodes and then Moms submit their real-life stories in simple paragraph form at http://www.inthemotherhood.com. The online mom community votes on its favorite submissions and the winning entries, as voted on by moms across America along with an Advisory Committee, are then polished by the show’s professional writers and developed into the web-based films. And this year, consumers who write the winning submissions will be flown out to the filming of their story to meet the actresses and see their stories come to life!

The other key element to http://www.inthemotherhood.com is an expanded peer-to-peer online community. This year the community will be a true part of the ’In the Motherhood’ DNA as a destination site, allowing mothers to connect directly with each other, as well as have access to recipes for fun, and arts and crafts projects that viewers can do with their children. In addition, the gaming section, which was very popular last year, has been expanded.

"The second season of ’In the Motherhood’ will be bigger and better in many ways, from the addition of Jenny McCarthy to a much more robust community section," says David Lang, President for MindShare Entertainment and the creator of the campaign.

’In the Motherhood’ will launch across multiple platforms and is supported by a fully integrated marketing plan. The ’In the Motherhood’ Web community will launch February 4. The webisodes also can be viewed on suave.com, sprint.com and the Sprint Exclusive Entertainment (SEE) network, which allows mobile access to the content on select video-enabled Sprint phones.

Both Sprint and Suave have strong marketing efforts focused on moms. Sprint’s products and services help mothers manage their busy lives, including Sprint Family Locator for GPS location of loved ones and Sprint Navigation for turn-by-turn GPS directions, as well as mobile email and Internet access. "’In the Motherhood’ creates a unique platform to allow moms to share their stories with millions of other women. Our customers love the show, and our phones and services are the perfect fit to help mothers stay connected," said Anita Bajaj Newton, vice president, media and digital, Sprint.

Suave understands Moms and how busy their lives can get. "The brand is on a mission to help Mom remember the person she often forgets-herself, and to make herself and her beauty a priority again," says Piyush Jain, Suave senior brand manager. Suave has a range of beauty products from hair care to skin care to deodorants that help moms put beauty back on their to-do lists.


Suave offers more than 300 personal care products including body washes, body lotion, in-shower body lotion, hair care and anti-perspirants/deodorants. A Unilever Home & Personal Care Brand, Suave is available nationwide in food, drug and mass outlet stores. Suave, a name that has been trusted for quality and value for 70 years, is purchased by 61 percent of American households each year. Sixteen Suave products are sold every second. For more information, visit http://www.suave.com.

Unilever (NYSE: UL) (NYSE: UN), one of the world’s largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 160 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.

For more information visit http://www.unileverusa.com.

Sprint Nextel

Sprint Nextel offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel is widely recognized for developing, engineering and deploying innovative technologies, including two robust wireless networks serving approximately 54 million customers at the end of 2007; industry-leading mobile data services; instant national and international walkie-talkie capabilities; and a global Tier 1 Internet backbone. For more information, visit http://www.sprint.com.


MindShare Worldwide is a global media investment management company with billings in excess of $21.5 billion (source: RECMA). The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, the Middle East, and Asia Pacific. MindShare is a member of WPP, one of the world’s leading communications services groups, and part of its GroupM Media Company. For more information, please visit: http://www.mindshareworld.com.

The names of actual companies and products mentioned herein may be the trademarks of their respective owners.

SOURCE MindShare; Suave; Sprint
CONTACT: Janna Porrevecchio of Weber Shandwick, +1-312-988-2125
JPorrevecchio@webershandwick.com, for Unilever
Aaron Radelet of Sprint, +1-703-433-8246
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/Web site: http://www.mindshareworld.com