Movie fans who bought the documentary conceit of The Blair Witch Project will be surprised to see the film's star, Heather Donahue, alive and well in a new campaign for SteakShake restaurants.
The actress from the indie hit of the summer plays a waitress in nine television spots from Indianapolis agency Young & Laramore.
While filming the spots, Donahue mentioned to Y&L staffers that she was in an independent film that had won raves at Sundance, but hastily added that it was unlikely the film would be shown in a major movie house.
"Even in late May the Blair Witch phenomenon had not really begun at all," said agency president Paul Knapp. "Thirty days later, how could anyone not know what was going on?"
While agency executives are happy with the serendipitous casting, there is a downside, Knapp said. "We won't be able to use her again." --Jenn Goddu