MITCHUM’S HARDEST WORKING PERSON IN AMERICA
May 17th, 2010 by Alan
May 17, 2010 (New York, NY) — Mitchum, the hardest working antiperspirant/deodorant, and Brett Ratner Brands (BRB), director Brett Ratner’s creative content company, announced the launch of Mitchum’s “Hardest Working Person in America” (HWPIA) campaign. The campaign, which kicks off today, will feature a contest designed to find, highlight and reward the hardest working man or woman in the country based on video submissions to the campaign’s site, mitchumhardestworking.com. The American public will vote on which person featured among the top ten finalists will be named, “The Hardest Working Person in America.” The announcement was made today by Alan T. Ennis, CEO of Revlon, Mitchum’s parent company and producer/director Brett Ratner, the creative force behind the campaign.
VIDEOS, IMAGES AND MORE INFO AVAILABLE AFTER THE JUMP
The HWPIA campaign is Mitchum’s first major campaign since 2005 and features TV, print and digital media, as well as social networking platforms including Facebook, Twitter, YouTube and Flickr. The campaign was created to reward the American tradition of hard work, to capture the real-life work ethic of people across the country and to drive awareness to Mitchum products, the hardest working antiperspirant and deodorant on the market.
“From the rural factories to the city boardrooms, we felt strongly that the Mitchum campaign should celebrate the hard work, sweat and dedication of the men and women in our country and enable them to share their stories,” said Alan T. Ennis, President and CEO of Mitchum’s parent company, Revlon Inc. “The Hardest Working campaign is unique in that the values and qualities of our Mitchum products and brand align with the reality of the American work force. Americans work hard; so does Mitchum.”
Mitchum and Revlon enlisted Brett Ratner to develop the “Hardest Working” campaign, because of his proven aesthetic that combines creativity, connectivity and natural storytelling ability. Ratner connected Mitchum to award winning documentarians Albert Maysles and Bradley Kaplan, along with famed photographer Brigitte Lacombe to help bring the campaign to life.
“We felt strongly that Mitchum’s campaign should appreciate the everyday efforts of American workers – people just like you and me,” said Brett Ratner. “We are excited to work on this project for Mitchum and I knew from the start that at 82 years old, Albert Maysles is the perfect filmmaker to capture and convey the diverse work ethic of people across the country. One only has to glimpse at a sliver of Brigitte’s work to know that she will allow the spirit of ordinary men and women to shine brighter than any of the celebrities she has worked with during her successful career.”
The legendary Albert Maysles and co-filmmaker Bradley Kaplan have created four short films detailing the work of men and women across the country. The films, along with four short films created with BRB and CAA Marketing, were shot documentary style. All eight short films will be used during the campaign in television spots and can be found on mitchumhardestworking.com. This is the director’s first commercial venture.
“I was thrilled when Brett and Mitchum asked us to create some shorts for the Hardest Working campaign,” said Albert Maysles. “As filmmakers, we tried to portray the dedication, commitment and perseverance of a few very special folks, as a snapshot of what is seen across the country. To capture these people in their everyday lives – hard at work – documents a beautiful slice of Americana.”
The HWPIA campaign kicks off on May 17, and is seeking video submissions from people all across the country. The week of July 19 the top ten finalists, as chosen by BRB and Mitchum, will be presented on the Mitchum site. America will vote for the Hardest Working Person, with the winner chosen the week of August 15. The Hardest Working Person in America will be rewarded with $100,000 and will be the subject of a short film by Albert Maysles and Bradley Kaplan. During the campaign, Americans will also get to choose the “Audience Award,” the fan favorite for the most captivating video submission. The Audience Award winner will be announced on August 15 as well and will get a $5,000 prize and will be awarded a “golden” Mitchum trophy.
Men and women 18 and older can enter the contest via the site and will be directed to Mitchum’s YouTube page, where they can upload their video nomination. Mitchum’s digital contest enables nominees to campaign for themselves to garner the most votes by using social networks such as Facebook and Twitter, as well as HWPIA’s custom online campaign tool kit. Upon entry each contestant will be given a campaign site with a unique URL (name.mithcumhardestworking.com). From there, contestants are given the ability to share that site via social media, custom web banners, and even create and purchase physical goods (such as shirts, mousepads, and mugs) encouraging the public to vote for them. In addition, contestants can populate their Mitchum site with supporting material from their social streams, like Twitter, Facebook, and flickr.
For submissions, official rules, and to follow Mitchum’s Hardest Working Person in America contest, please go to mitchumhardestworking.com
Brett Ratner Brands worked in conjunction with CAA Marketing, a division of Creative Artists Agency, on the marketing aspects of this campaign.
About Revlon
Revlon is a global color cosmetics, hair color, beauty tools, fragrances, skincare, anti-perspirant / deodorants and beauty care products company whose vision is Glamour, Excitement and Innovation through High-quality Products at Affordable Prices. Revlon® is one of the strongest consumer brand franchises in the world. Revlon’s global brand portfolio includes Revlon® color cosmetics, Almay® color cosmetics, Revlon Colorsilk® hair color, Revlon® beauty tools, Charlie® fragrances, Mitchum® anti-perspirant / deodorants, and Ultima II® and Gatineau® skincare. Websites featuring current product and promotional information can be reached at www.revlon.com, www.almay.com and www.mitchumman.com.
About Brett Ratner Brands
Brett Ratner Brands is a creative consulting company that provides brands with new ways to market their products and services in entertaining ways. Based in Los Angeles, it is the brainchild of acclaimed director and producer Brett Ratner and CAA Marketing, a division of Creative Artists Agency.
For further information please contact Alan Meier at alan AT m80im.com
Categories: Blog, Entertainment, Lifestyle
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I’m absolutely loving this! I’ve noticed that there have been a tremendous amount of incentive contests available in the past 2 to 3 years. When I say incentive contests, I mean contests that require people to actually WORK or show off their work ethic. Not only is this a fantastic resume builder, but this is a great way to advertise YOUR skills to prospective employers.
Once and for all a great writing regarding the subject, keep up the great work and therefore I hope to read even more of your stuff in the long run.
Dear MITCHUM: ( 7/22/2010 )
Per your bias decision to remove ALL my posts & my capability to post anything further on your FB & youtube page at approximately 7:27PM this evening.
You have unfairly singled me out and denied only me. Yet by removing only my posts, and leaving the others you have implemented another bias by condoning an unfair slant against me and thus have not only denied me my right to free speech BUT my ability and right to defend myself. Without my posts, there is only one side of discourse available & that creates inequality, sanctions bias.
Dear MITCHUM, Ms. Hannaway, Schroeder & Risinger: ( 7/22/2010 PM)
I wanted to add the following posts for your review. I wonder at the fact that you only revoked my right to post on your websites & pages and not Mr.Crabtree? Was this because your opinion of the fact (MAJOR COX did not post his 2nd video ( which is the 1 currently up) until July 19th & was then made a top 10 FINALIST) is not the same as mine? Or, is it because MAJOR COX requested you do so ? Whatever your reason; by only removing my posts & only revoking my right to post to your FB & youtube pages you have proven yourselves blatantly biased. You singled me out. Treated me differently. I disagree with what you sanctioned & Major Cox accepting it. Mr. Crabtree agrees with what you did & with Major Cox accepting it. Seems pretty cut & dry to me. I didn’t say what you liked. Or what you wanted anyone to hear so you gave me the boot. Denied me my right to free speech, because it is not the same as yours. Darker still, is the fact that I am the only one posting within my circle of discourse that you have done this to. Only me.
Per the post below, Mr. Crabtree’s aggressive diatribe is not only, not fact based but absolutely shocking and utterly and even to a child’s eyes, filled with personal malice, aggression. Not to forget the hateful racial innuendo, yet his remains posted on your FB page. I find that fact interestingly repugnant. Perhaps Mr. Crabtree is friends with Major Cox? For I wonder at his level of anger. It is so personal & if he & Major Cox have no personal relationship, I really, really wonder where Mr. Crabtree’s aggressive anger stems from? Case in point. In one of those posts you did not remove a woman/contestant called Mr. Crabtree a sexist pig and he did not even flinch in writing. I never called Mr. Crabtree any derogatory term or word, yet his aggression toward me is palpable. I think I should repeat this, Another woman/contestant called Mr. Crabtree a derogatory name, in her post, but she has not been removed nor have her posts. I did not ever call anyone any derogatory name. In any of my posts, yet you removed me. Only mine. Only me.
You may continue to spin the facts all you desire but the truth is you singled me out. You did not remove Mr. Crabtree’s posts directed to me nor Bridgebo513 nor any other contestant but me and have thus left up only half of a story & half of the facts by only removing my posts. And by doing so you have committed another bias act. It appears to be a vicious cycle with you or maybe it’s a vicious habit? No matter, the facts are truth and the truth will always be the truth.
So what can I really say that will infuse you with the desire to do the right thing? Facts don’t work. Truth doesn’t work. So I suppose you will just continue to spin until this entire situation & the issue(s) you sanctioned that catalyzed it, are completely twisted and dizzy. You will likely accuse me of playing the ” RACE CARD” because I stated a fact and thus spoke the truth, ” I am Black. Mr. Crabtree is not. ” You gather and coo angrily, ” She’s playing the race card “. But I am only stating the facts.” I am black. He is not. That is the truth.” . You will also likely continue to deny the facts and the truth BUT in the end the facts will survive and surpass you at which time, the truth will reveal. No matter what you do……..or don’t do. It is inevitable.
Be Blessed
The fact you have done this to only me does not bode well for a company denying, that wishes to deny the facts I have been discoursing. As I am not only a woman but I am a Black Woman & the posts that remain are of discourse by and between myself & 2 men not of my same persuasion as I. One of whom made reference to ” Tar & Feathering” today. And neither of which has had their posts removed from your Mitchum pages. You have also not removed any posts containing discourse regarding the same issues, I have discoursed that are written by other women and men, not of my persuasion.
In closing, I demand that you remove all/any the posts from Bridgeboy513 & Mr. William Crabtree and any others directed to or at me, immediately, if not within 24 hours. If you do not. You are willingly condoning bias and blatantly denying my rights. Which is the last thing you should be doing, if you are trying to disprove ever sanctioning bias and unfairness.
Very Truly yours,
Mauricette Caruana
MITCHUM BIAS EXTENDS TO slanting OPINIONS & DELETES those NOT in THEIR FAVOR
The following are a post made to me yesterday JULY 22, 2010 on MITCHUMS FB page. By the brother of another contestant. But neither are related to AIR FORCE MAJOR STEVEN COX. MITCHUM removed my response from their FB page last night & will not let me post, BUT they left all Mr. Crabtree’s post intact ? I find this absolutely in line with everything i have been factually saying. MITCHUM practices bias. It is my belief that without reading both sides… only half of the posted discourse only 1/2 a story is told & that is called a “SPIN” it is not called ” THE TRUTH ” so, I feel in fairness, both sides should be available. So, here they are
William Patrick Crabtree to Mauricette Caruana- Your full out assault on Major Cox is unjustifiable. Your accusation that Major Cox has done something unethical and has somehow violated Article 133 of the UCMJ, by engaging in “Conduct Unbecoming An Officer And A Gentleman”, is grossly and dangerously unfair to the Major at this point. You have publicly impugned the Major’s integrity, without even giving him the benefit of a basic investigation into the facts (meaning both sides of the story, just like Shirley Sherrod). You might as well tar and feather him and run him out of the military on a rail right NOW! Shame on you for such a blatantly one-sided accusation, against a member of the armed forces that serves to protect your rights and your way of life. HE DEFINITELY DESERVES THE BENEFIT OF THE DOUBT FROM YOU FIRST! SHAME ON YOU!
MMcaruana- THE ISSUE IS: MITCHUM was unfair & committed bias. This IS the heart . This is the issue. Not distracted anger & aggression. As for the comparisons by Mr. William Crabtree: including his reference to Ms. Sherrod. I find it interesting he used a BLACK WOMAN in his comparison, in a ppost personalized to me. And he also referenced the hateful term ” TAR & FEATHER” ? Should I seek a direct message, to me, a BLACK WOMAN, in these comparisons? Some type of subversive intimidation, perhaps? MAJOR COX video was posted on July 19th AFTER the rules state as well as THE DAY, within an hour, to be exact, that MItchum posted the FINALISTS. BY allowing & accepting MITCHUM’S preferential treatment & bias AIR FORCE MAJOR COX has displayed CONDUCT UNBECOMING. It is a fact & I stand fast. BUT THE ISSUE IS MITCHUM WAS UNFAIR & COMMITTED A BIAS. This IS the heart . This is the issue. Not you or your distracted anger & aggression. ALTHOUGH, they are YOUR FEELINGS thus I respect them, as such. BUT the yelling & uniformed posturing, skirting the issue is not respectable. BUT sir, do as you please as my complaint is not with you, so your ranting & raving does not effect me nor my continued motions forward. Which will absolutely continue because MITCHUM has committed a bias & MAJOR COX allowed himself to be part of it and it has not been rectified. SO as I am quite fair, IF you are so absolutely certain that MAJOR COX has behaved as a Gentleman, I will gladly get you in contact with 2 or more, if that pleases you, highly respected ( HIGH RANKING Adjutant & Brigadier) Generals of the US AIR FORCE , MARINES & OR ARMY, you select because I am certain any and all would be very happy to explain, the facts of not only what conduct unbecoming is, means and includes, as well as WHY what MAJOR COX has allowed & involved himself in, is without HONOR and completely against his CORPS value as an OFFICER in the US AIR FORCE. Have a blessed day. EmC sammycanddonna
Congratulations on your outstanding website, which I have been very helpful with this issue. Greetings from Latin America.
This is an edited copy of my emailed letter to MITCHUM and If you are a consumer or contestant, in need of cosmetics or deodorant maybe? I suggest you read this & if you have something to say email it to these folks: [email protected] [email protected] [email protected]
Dear Ms Hannaway, Ms Schroeder & Mr. Rusinger:
I am well aware that what has been done is likely never to be resolved nor corrected fairly, by your company. Your Finalist have been selected and your press releases have been released & printed thus my point & my email are likely to be tossed into your circular files; though I hope you will at least read, before doing so.
I truly enjoyed this competition & the opportunity it gave me to do something fresh & new with my son. He was thrilled and I shall add so was I. Until yesterday.
I cannot fully express my disappointment at the way your contest concluded Phase 2 without stating, I am not the only one, who is chagrined & disappointed in you. Have any of you had the opportunity to review the comments on your FB page, yet? You actually should.
I am a high caliber competitor and am thus not unfamiliar with losing a competition/contest AND that when giving my all and then better than my best, in a fair competition/contest winning is cake & losing though not my preference, is a matter of course & sometimes the nature of the beast.
My issue is the fact that you willfully skewed the playing field. Allowed this contest to be unequal & I have an issue with that. Your rules stated that the cutoff date for entries was July 11th but you not only allowed a FINALIST to remove his entry. You allowed this FINALIST the opportunity to create a NEW video & enter this NEW video entry on July 19th. How can you hold your heads high and send out press releases as if this contest was anything other than bias? Do you really think so little of your consumers? That we are all Lemmings & to be herded without fairness to the cheese or carrot at the end of your maze? It’s an awful thing to be held in such low esteem especially when, without your consumers (we contestants) you would have no company & not have received all the FREE press our VOTE drives garnered you. We the people are not as stupid as you surmise. We are fair and believed you to be.
My issue is your bias. My issue is the fact you allowed 1 contestant an opportunity to do what no other person was allowed & then coupled that bias with making that contestant a FINALIST. That is not fair play. Not even close. It is a corruption & it is wrong.
It appears, that your contest was a lie & mal-intentioned from the start. This Finalist MAJOR COX did not even have a video posted during PHASE 2 of the competition & please, review the entries page on your site & note that his entry is dated 7/19. His original entry was dated 7/09 & was no longer visible nor on youtube or your site on 7/12, which was the first day as per your rules of PHASE 2 voting. I know all this as fact, because I have kept a daily chart of VIEWS/Contestants & Videos since I entered on 5/26/10. So, your PHASE 2 Judges could not have fairly judged this contestant ( MAJOR COX) as a FINALIST and thus should never ever have made him a FINALIST; unless your agenda & your PHASE 2 of the contest was skewed unfairly, in his favor. Biased. I say, shame, shame on you. You cheated, allowed bias, corrupted & lied to my child & I. Pretended to have a TRUE contest when in fact, you did not.
I closing, I have added (for your review) a post I added to your Mitchum Hardest Working FB page this morning. I hope you read it. If not it matters little as I am only sending this to you as a courtesy and because I am fair & honorable & do not have such a low opinion of myself or my capabilities and therefore absolutely no need to skew nor slant anything, including the issues unfairly in my favor. At least I can state truthfully, that when i win at whatever I endeavor, it is because i am the best NOT because someone unfairly slanted the contest in my favor. Integrity & Honor are priceless and neither can be purchased nor feigned.
What? Although you may call it the Hardest Working Person in America, you appear to be featuring men (at least those are the only commercials I see). I’d love to see a man outwork a woman.
I have a practice in educational psychology (work with those with autism, learning problems, ADHD, retardation, cerebral palsy, fetal alcohol syndrome, behavioral and emotional problem), I care for my family (food shop, cook, clean) and when our son was home (he’s in college), I was up at 5:30 every morning making a hot meal. In the first 13 years of my practice, averaged about 4 hours of sleep a night. if I am not in the shower or asleep, I’m working. Yeah, let’s see a man pull that off…Claudia McCulloch,Ph.D.