Hasta La Creative!

The campaign for The Marvelous Mrs. Maisel started by looking back at what drove a series to be successful at the Primetime Emmys. What we learned is that series that were part of the cultural zeitgeist rose to the top. However, trying to plan a series launch timed to what we believe is a cultural or newsworthy moment is impossible. Rather than targeting the industry only, we aimed to create tactics that would speak to consumers. We wanted them to understand this stylized show is hyper-relevant to today and our efforts will work to position Maisel in voters’ minds as a sharp, witty, strong woman perfect for today’s modern times. In a post #MeToo world, we found ourselves asking: Who knew a housewife from 1958 could be so relevant today? Our goal was to keep the spotlight on Midge Maisel without losing sight of the series as a whole. To do so, we purchased Cosmopolitan, Good Housekeeping, Redbook, Woman’s Day, New York Magazine and Variety – magazines that would have been available in 1958 – and gave them a feminist twist. Each retro cover showcased the multiple facets of Midge’s personality and allowed the strong modern headlines – which is dialogue directly from the series—do the heavy lifting. We felt this approach illustrated how Midge broke the social mores of the time period. The creative connected with voters and consumers alike through the series unique tone-of-voice — which will act as commentary on today’s modern trials.