From rooftop raves to poolside "partays," the summer nightlife scene is heating up. But who's in and who's not? Now a unique on-air vignette series from new premium hair care brand, CLEAR SCALP & HAIR THERAPY™, produced by NBCUniversal's Integrated Media and Creative Partnerships & Innovations groups in association with Mindshare Entertainment, reveals what it takes to get behind the velvet rope and into the inner sanctum so you can have your best night ever. It turns out the secret is strong, beautiful hair and the confidence it gives you.
Featuring nightlife know-it-alls, "30 Rock's" Jane Krakowski; Andy Cohen of "Watch What Happens Live;" Giuliana Rancic of E!'s "E! News," "Fashion Police" and "Live from the Red Carpet," and Style's "Giuliana and Bill;" and, "Saturday Night Live" alum Tim Meadows, the on-air vignette series that manifests into interactive online content is sponsored by CLEAR SCALP & HAIR THERAPY™, a revolutionary new line of nourishing shampoos and conditioners.
BEST NIGHT EVER is the story of Logan and Chloe, a hot guy and girl who confidently gain access behind the velvet rope at an exclusive nightlife hotspot called "Clear." Once inside, they interact with some of NBCUniversal's hottest celebrities and eventually work their way into the club's most exclusive inner sanctum, "The Source." The campaign will run across NBC, Bravo, E!, Oxygen, Style, NBC.com, Bravotv.com, Eonline.com, Oxygen.com, MyStyle.com, and DailyCandy.
The action begins during sweeps week on May 14th with a 15 second prime time teaser designed to spark interest and excitement, and will run during the premiere of NBC's "America's Got Talent." The mini-series breaks one week later on May 21st during "Bethenny Ever After" on Bravo and drives fans online for a chance to create their very own customized storyline. Once online, consumers will discover that Logan's and Chloe's fate is in their hands, thanks to cutting-edge InterludeTechnology that allows them to decide "what happens next" at every step of each character's journey, including whether Logan and Chloe finally gain access to The Source.
"Ultimately, as our characters and celebrities prove, the secret to having your best night ever is not befriending the bouncer or getting to know the bartender, it's about the confidence that great hair brings," notes David Rubin, U.S. Haircare Marketing Director for Unilever. "New CLEAR SCALP & HAIR THERAPY™ nourishing shampoos and conditioners offer a unique approach to hair care that starts with scalp nourishment and creates the right foundation for strong, beautiful hair for women and dandruff-free hair for men so you'll get great hair for the confidence you need to have your 'Best Night Ever.'"
In order to reach viewers while they're watching and engaging with their favorite NBCUniversal TV shows, the mini-series will unfold as four 30 second spots on Bravo, E!, Oxygen and Style over four weeks starting on May 21st. Each spot will feature different talent, including Krakowski, Rancic, Cohen and Meadows, and each will conclude by inviting viewers online to "create the story and tune in next week to see how the next chapter unfolds." The most popular story lines from Chloe's journey will be aired each week on TV, while Logan's custom series will be visible online. Throughout the series, consumers will be able to share their experience with their friends on Facebook and on NBC.com/bestnightever and offer real time feedback and stories via #bestnightever.
NBC Stars Turn Bouncer, Bartender and Clairvoyant in 'Best Night Ever' Krakowski, Rancic, Cohen and Meadows each channeled their inner "life of the party" personas when filming "Best Night Ever." An opening scene finds Rancic using her nightlife expertise to run the velvet rope line with the bouncer. In another scene, Krakowski plays a tarot card reader who has a vision about Chloe's quest to reach The Source. Meanwhile, Cohen and Meadows each make a cameo appearance as himself – cool club-goers who revel in Clear's nightlife scene.