Rodney Peete and Holly Robinson Peete were chosen for their ability to speak to both the male and female audience. Their spots performed well and the claims were relatively stable for the product, so the work for their campaign was largely creating scenarios and settings that were relatable to the audience.
“Swimsuit Season” was a variation of an older ad campaign at Continuity Products. However, other ads had been filmed using lesser-known talent and typically cost much less. For the higher costs to work film the Peetes, there needed to be a little less seasonality to make the spot more evergreen.
“With swimsuit season always around the corner…” makes a lot of sense when you’re filming a commercial in Beverly Hills. But the national audience didn’t seem to agree. This performed slightly below average for the Peete campaign.
