Having come out on top for the first time among basic cable networks in the May sweeps, Lifetime Television wants
to increase the number of viewers watching its summer offerings.
The women-targeted network broke a teaser spot last week that features new faces (Lea Thompson in For the People) and familiar ones (Nancy McKeon in The Division).
The commercial shows various shots of the windswept talent smiling coyly at the cam era as The Sundays' song "Summertime" plays throughout.
Gerry Logue, Lifetime's executive creative director of advertising and promotions, created the campaign in-house with video and commercial director David Cameron, who lensed the recent Revlon campaign that featured Halle Berry.
Logue said the work is meant to be "warm, accessible and inviting to the viewer."
Additional spots will break throughout the summer. They will highlight the new show For the People, new epi sodes of The Division and the new season of Strong Medicine, as well as Lifetime original movies.
Print ads roll out this week and will run through August.