In the fall of 2019 Lifetime approached creative agency and directing collaborative, JEAN, to help develop a brand spot that celebrates the juicy, salacious, need to find out what happens next nature of their famed made for TV movies. Something that only Lifetime can own. Anyone who has ever indulged in a Lifetime movie knows that once you start watching one, you get Hooked. Hence the title of this spot.
“Hooked” follows a suburban mom telling her friend a tale so compelling and outrageous that soon others begin to eavesdrop and follow along to see how it all turns out. Before you know it, the whole town is hanging on her every word. The spot concludes with a comedic climax that leaves the townsfolk in despair and it is revealed that this isn’t wasn’t just any old story, but the plot to a Lifetime movie.
“Lifetime is an amazing creative partner,” says JEAN’s Natalie Prisco. “They consistently let us take chances that very few other networks would.”
“The shoot was a blast, “says Eric Eckelman of JEAN. “We basically took over an entire town for two days.”
Armand Prisco of JEAN adds, “The casting for this spot was crucial. We wanted to develop characters that would be as memorable as the ones in Lifetime movies.”
In the US, JEAN is represented by Community Films.
Written by: JEAN
Directed by: JEAN
SVP Brand Creative: Valerie Albanese
Creative Director: Jennifer Ferguson
Senior Director of Production: Benjamin Asher
Production Company: In House
Line Producer: Josh Rothfeld
Editor: Aaron Langley at Cosmo Street
Director of Photography: Kip Bogdahn
Production Designer: Marco Orzo
Sound Design/Mix: Robin Buyer at Pulse Music NY
Colorist: Stephen Picano