Miss America Live: Set to Stun

LOS ANGELES The promotions for the modernized Miss America Live! consciously attempt to move the pageant from Victorian to Victoria’s Secret, according to Stun Creative co-presidents Brad Roth and Mark Feldstein.

The show, airing on TLC tomorrow, includes Stun Creative theatrical, television and radio promotional efforts, complete with fireworks and sexy posing contests.

Los Angeles-based Stun was commissioned to liven things up with rock-concert imagery and comedy. “This was an institution with incredible brand equity,” said Roth. “But it hadn’t kept up with the times.”

Heather Weiss, vp, creative at TLC Marketing, credited Stun for bringing “a unique approach to the campaign. [Stun] infused the Miss America brand with a renewed vitality and excitement.”

One new twist is the Miss America: Reality Check series on TLC, which concludes tonight in the run-up to the actual pageant. The show is hosted by Michael Urie of Ugly Betty and features contestants doing goofy skits.

“When you get to work with all 52 Miss America candidates,” said Feldstein, “you know you’ve chosen the correct career path.”