Lifetime breaks Devious Maids campaign
Toronto-based specialty television channel Lifetime has begun a marketing campaign for the June 23 debut of a new program called Devious Maids. The campaign, aimed primarily at women between the ages of 25 and 54, features the themes of sex, lies and murder. In one execution, a maid wipes the word "sex" from a shower door. In another, she sweeps the word "lies" under a rug. In a third, she mops-up the word "murder." The campaign also makes use of three video executions using the same themes that will be distributed through social media sites. Teaser ads for the campaign broke last month, now followed by a 30-second television commercial on various Shaw Media channels. Out-of-home advertising, consisting of billboards, street posters and restroom posters, is running in Toronto. A print ad is running in Hello Canada magazine. Online advertising is taking place on Yahoo, YouTube, TMZ, People.com and various Glam Media sites. The pilot episode of the program has been posted online at MyLifetimeTV.ca. Lifetime is a Shaw Media property. The campaign was developed in-house by Shaw Media with print materials from Lifetime US. "The bold images of this campaign are loud, in your face and hard to miss," said Muriel Solomon, head of marketing for specialty channels at Shaw Media. "By bringing the alluring creative and its distinct, suggestive messaging to life through targeted executions and media placement, we're building mass awareness and buzz around the series in places where we're sure to reach our core audience."