K-C Brings Teary Tales of Games to Big Screen

Emotional Olympic Moments will Get the Kleenex 'Blue Couch' Treatment

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BATAVIA, Ohio (AdAge.com) -- Olympics fans who can't get enough compelling personal drama will be so happy they'll cry: The tear-jerking moments of international amateur athletics will be available in a 40-minute documentary film brought to you by Kleenex -- with its trademark blue couch and tissue boxes on prominent display.


'Let it out': Film uses theme from ads.

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Yes, the emotional moments long a hallmark of Olympics coverage will be branded and pieced together in long form, though Kimberly-Clark Corp. may take a more offbeat approach than the lachrymose treatment for which the genre is famous.

K-C expects the film to be finished by June, in time to air during the Summer Games in Beijing in August, and hopes to arrange for theatrical release in the U.S. It will be shown to groups of amateur-sports enthusiasts in the cities where it's being produced and on Kleenex's website.

'Let It Out: The Movie'
Lookalike Productions, run by Lisa Lax and Nancy Stern, Emmy-winning twins who have produced more than 500 Olympics vignettes for NBC, will produce the film, titled "Let It Out: The Movie." Production will start in April with a 25-city tour, including at Olympic trials.

K-C will bring along the blue couch featured in Kleenex's "Let It Out" ad campaign by WPP Group's JWT, New York. The project, the brainchild of sports public-relations firm Alan Taylor Communications, New York, also will include extensive PR, including a scheduled appearance to introduce the program on the March 11 "Today" show on NBC, the Olympics network.

Emotional vignettes and athletes' back stories are what attract large female audiences to Olympics coverage, particularly at the upper end of the 18-to-49 target Kleenex seeks to reach, both with its ads and the documentary, said Kleenex Brand Manager Anya Schmidt.
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