[02/08/05 - 12:00 AM]
Candidates Get 'Fresh' with Dove and Trump Encounters Another Boardroom First on NBC's 'The Apprentice' (FeB. 10, 9-10pm Et)

[via press release from NBC]



NEW YORK -- February 8, 2005 -- From Brian's "self-firing" to Verna's emotional decision to quit, it's been an unorthodox and exciting start to the third season of NBC's "The Apprentice." This Thursday, the unfathomable happens during the task, causing Donald Trump to alter the rules of the competition (Feb. 10, 9-10pm ET). The resulting boardroom mayhem leaves everyone reeling.

This week Trump sends "Magna" and "Net Worth" to meet with ad guru Donny Deutsch (CNBC's "The Big Idea with Donny Deutsch") at the headquarters of his advertising agency, Deutsch Inc. Candidates are instructed to create, film and edit a 30-second commercial for the new Dove? Cool Moisture Body Wash. Deutsch challenges the teams to approach this commercial on a grand scale, as if it were a 30-second movie. "Blow me away in terms of 'wow, this is different'," said Deutsch. Each team will have access to state of the art production facilities, actors, models and film editors.

Both teams initially struggle with their creative ideas and have trouble positioning the Dove brand. One team produces a very erotic commercial while the other team focuses on a more athletic concept. The two campaigns, polar opposites in creativity yet similar in quality, challenge Trump to select the winner.

"Working with Donald Trump and Mark Burnett for our third season, we wanted to create a realistic marketing challenge for the contestants. At the end of the day, it is smart thinking and great ideas that sell products and brands," noted Donny Deutsch, Chairman and CEO of Deutsch Inc. and host of CNBC's "The Big Idea with Donny Deutsch." "We were looking for the 'wow' factor, and Donald and I were taken aback by what was presented."

"Dove has a body wash to satisfy every mood and shower need. We were eager to see how 'The Apprentice' candidates would convey the essence of our new Cool Moisture Body Wash, made with refreshing ingredients like cooling cucumber extract and calming green tea," said Rob Master, brand manager for Dove Personal Wash. "Let's just say what they came up with was a little peculiar. Who would have imagined that cucumber and green tea could cause so much drama in the boardroom?"

"MAGNA": Stephanie, Bren, Erin, Michael, Kendra, and Alex

"NET WORTH": John, Audrey, Angie, Tara, Chris, Tana, Craig and Kristen.

Week 4 Exemption: Angie

Beginning Friday, February 11, viewers can log on to www.dove.com for free samples of the Cool Moisture products seen on NBC's "The Apprentice" and a chance to win tickets to the show's season finale.

About Dove
Dove, manufactured by Unilever North America, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product, which includes bar cleansers, body washes, face care, anti-perspirant/ deodorants and hair care. Dove anti-perspirant/deodorant is the No. 2 female-oriented anti-perspirant/deodorant brand in the United States1. Dove is available nationwide in food, drug and mass outlet stores. Dove's mission is to make women feel more beautiful every day by challenging today's stereotypical view of beauty and inspiring women to take great care of themselves. Visit Dove at www.dove.com.

About Unilever
Unilever [NYSE: UL, 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 150 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.

In the United States these brands include recognized names such as: Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Eternity by Calvin Klein, Hellmann's, Lipton, Knorr, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave and Vaseline. All of the preceding brand names are registered trademarks of Unilever. Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs more than 15,000 people in 74 office and manufacturing sites in 24 states and Puerto Rico ? generating approximately $11 billion in sales. For more information visit www.unilever.com

About Deutsch Inc.
Deutsch Inc. is a full-service integrated marketing and communications company. Part of the Interpublic Group of Companies (IPG), Deutsch works with blue-chip clients including Revlon, Coors Brewing Co., Johnson & Johnson, Novartis, Monster Worldwide, Expedia, Pier 1 Imports and Old Navy. Deutsch offers clients an array of services including advertising, direct marketing (directDeutsch), Interactive (iDeutsch), media buying and planning (deutschMedia), design (designDeutsch) and public relations, promotions, and events (Deutsch PR and Promotions). Deutsch has offices in New York, Los Angeles, Chicago and Toronto. Visit Deutsch at www.deutschinc.com.

"The Apprentice" is produced by Mark Burnett Productions in association with Trump Productions LLC. Mark Burnett, Donald Trump and Jay Bienstock are executive producers. Conrad Riggs and Kevin Harris are co-executive producers.

  [february 2005]  


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