Episodic Content Continues To Grow On the Web

Bertolli’s new web series, “Into the Heart of Italy,” features Rocco DiSpirito, Marisa Tomei and Dan Cortese on a journey to uncover the secrets of Italy’s passion for food and life.

According to Ad Age:

Unilever, along with media agency MindShare Entertainment, has produced what have arguably become web video’s biggest branded success stories. It started in 2007 with “In the Motherhood,” an MSN series created for Suave and Sprint starring Chelsea Handler and Leah Remini that eventually became an ABC sitcom, or “The Rookie,” a “24”-themed series for Degree that also aired during the Fox series, both produced with Santa Monica, Calif.-based Science & Fiction.
More recently, its projects have become 30-second spot/webisode hybrids, pairing celebs such as “30 Rock”‘s Jane Krakowski with Breyer’s Ice Cream (“Smooth & Dreamy”), Megan Mullally with I Can’t Believe It’s Not Butter (“Turn The Tub Around”) and Marisa Tomei with Bertolli Pasta (“Into the Heart of Italy”), all in the name of using TV as a push to original content on the web.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.