With a flurry of mid-season shows clamoring for attention, for Fox’s most anticipated show, The Mick, we needed to grab more than attention, we needed to grab the masses by the…well…

 

So for our integrated campaign, we wanted the main character, Mickey, to highlight today’s cultural shift that champions real moms, with real problems, over the perfectionist mommy shamers. How did she do this? We handed her the keys to the creative castle.

​

She didn’t need, nor want, marketing experts. She didn’t have, or care about, experience. What she had was an attitude — and a budget.