Mindshare Entertainment created vignette-style commercials in the same vein as the Mad Men series, following the advertising adventures of a creative team working together at a fictitious 1964 ad agency called Smith Winter Mitchell. Each commercial takes place at the imaginary agency, shows the creative team trying to create an ad for each brand, then is followed by a current spot for the product from its real agency. Dove, Suave and Vaseline are brands that have been available to consumers since the 1960's, creating a seamless connection between the brands with the Mad Men audience.

Six 60-second vignettes were produced, following the adventures of a creative team, Smith and Winter, working at a fictitious 1964 ad agency. During Mad Men’s 4th season, a new vignette premiered each week during the first six weeks. Re-airings of the vignettes continued through the end of the season, strategically aligning as close as possible with the respective brands seasonality. The quality of the content and similarity to the show, led many viewers watching the episodes on DVRs to stop fast forwarding through the commercials and engage with the content. Through activity on AMC Video on Demand, the Unilever vignettes aired within the multiple breaks airing in each of the episodes. Each of the vignettes was featured on a YouTube Brand Channel and a dedicated Facebook page for Smith Winter Mitchell agency. The content was also syndicated using a video distribution partner to place the video in target relevant environments.

On-air and off-air activity cohesively worked together to achieve the objectives of the partnership. A study by iTVX, showed the vignettes improved attitudes about the brands as well as intent to purchase the products. The average shift in brand attitude was a gain of 7% and the average shift in purchase intent was an increase of 4%. Typically an increase of 2% or 3% percent is considered very-good.

UNILEVER and the brands also received PR pick-up with articles in publications ranging from the NY Times and AdAge, multiple news/entertainment sites, along with commentary on blogs and social networks.