BOSTON -- Mullen this week is launching a national campaign touting Evolution, the upcoming PBS series from public broadcasting flagship station WGBH and Clear Blue Sky Productions.
To promote the seven-part series, Wenham, Mass.-based Mullen has developed a TV, print, outdoor, online, direct and guerilla marketing campaign urging potential viewers to ask "Why?" One spot shows a stylized flea circus in which the star performer falls to his death. Screams of terror are heard and the question "Why should we care when another species dies?" is asked. The spot concludes by describing the Evolution series as "A journey into where we're from, and where we're going."
Creative directors Greg Boker and Jim Garaventi oversaw the creation of the campaign, serving as art director and copywriter respectively.
The budget is expected to be in the low- to mid-seven figures.
Spots begin airing this week on PBS stations and will also run on national cable-TV outlets leading up to the show's Sept. 24 premier.