ENGLEWOOD CLIFFS, N.J. Unilever’s Hellmann’s brand is next in line to travel back in time with AMC’s “Mad Men” through a unique ad campaign in which the consumer packaged goods company has adopted the Emmy-award-winning show’s 1960s setting and some of its charming style.
Unilever is airing a series of 13 vignettes throughout season four of “Mad Men,” which premiered July 25, as well as on a customized YouTube channel — YouTube.com/SmithWinter. Each vignette promotes one of six Unilever brands — Dove, Breyers, Hellmann’s, Klondike, Suave and Vaseline — that are as popular today as they were in the 60s.
Playing on pop culture and nostalgia, the spots depict the two creative partners of fictional 1964 ad firm Smith Winter Mitchell brainstorming new ways to market these products. The men — who share a similar debonair quality with "Mad Men" main character, Don Draper — so far have promoted Suave, Klondike, Breyers and Dove, and this week’s vignette will feature Hellmann’s mayonnaise.
“The historical angle plays perfectly in the context of the series,” said Kathy O’Brien, VP personal care at Unilever U.S. “The featured Unilever brands are prominent today and were popular in the 1960s when ‘Mad Men’ is set. That is why our campaign is resonating with consumers.”
“Mad Men” airs Sunday nights at 10 p.m.