To promote its new show On the Story with Erica Hill, HLN launched a creative spot inspired by the opening to the The Mary Tyler Moore Show.
The channel is in the process of redefining its brand, and the show is part of a new lineup centered around highlighting successful journalists like Hill. HLN aimed to place the show in an urban context, while keeping Hill relatable as a sophisticated, successful professional who remains grounded by her family and suburban life.
“We immediately thought of Mary Tyler Moore’s character—a smart, professional newswoman in the city—as inspiration, but tabled the idea until a conversation with Erica herself,” HLN said in a statement. “She told us that every time she got off the train in Grand Central Station, she felt like Mary Tyler Moore and wished she had a hat to toss.”
CNN Creative Marketing worked with director Trish Govoni and BYO Productions to create a homage to the classic open. Footage includes modern shots to reflect Erica’s life, but remain close the originals.
“It’s a fun tribute that fits Erica’s personality and the personality of her show perfectly,” HLN said. “It doesn’t hurt that Erica looks a little like Mary as well.”
CNN Creative Marketing
CMO: Allison Gollust
Senior Vice President: Rick Lewchuk
Vice President: Whit Friese
Creative Director: Sean Houston
Account Director: Lara Hurst
Sr. Writer/Producer: Jeffrey Mielcarz
Sr. Graphic Designer: Jenny Specker
Sr. Director, Production: Dan Brown
Sr. Director, Design: Robert Poulton
Sr. Production Manager: Julie Bitton
Director: Trish Govoni,
Executive Producer: Jordan Tarazi
Producer: Jennifer Lekuch
DP: Jake Miller
Editor: Andy Garland, CNN Image & Sound
Audio: JC Richardson, Cohere Media