[Buenos Aires, Argentina] Unilever de Argentina has teamed up with a production company to develop a TV reality show to promote Lux soap. "Lux Star, Nace una Estrella" ("Lux Star, a Star Is Born") is a talent contest for budding actresses that will air weekly from October on No. 2-rated Canal 13. A dozen young women compete for four lead roles in a miniseries, to run during the final four episodes of the three-month program. The show includes "Lux Star" stands in cinemas, malls and subway stations, and a TV, print, radio and outdoor campaign by WPP Group's J. Walter Thompson Argentina. The goal is to transform the brand's image from a soap-of-the-stars with ads featuring supermodels to a skincare product that "brings out the star in you," says brand manager Federico Rubinstein.
Argentine broadcasters, hard-hit by the country's economic crisis, are eagerly developing programs with advertisers. No. 3 Canal 9 has aired two shows starring Chevrolet vehicles and a home improvement program branded by the country's biggest hardware chain.