NBCUniversal today announced that Reddi-wip will partner with NBC's live television production of the hit Broadway musical "The Wiz Live," set for December 3rd (8:00PM EST). The partnership is an extension of Reddi-wip's "Share the Joy" program aiming to help people experience more joy every day, and, in this case, the joy of music. The campaign also will feature contextually relevant branded content that reflects that mission, and is also an example of how NBC uses its unique storytelling capabilities to impact communities through the power of entertainment.
As part of its mission, in November, Reddi-wip contributed funds to the Excel Academy Public Charter School in Hyattsville, Maryland musical arts program. The branded content, created by NBC, will include performances by students of Excel Academy inspired by "The Wiz" and will air during NBC's live show.
"Our live musical productions have always been a way to bring families together, and a great opportunity to authentically integrate our marketing partners into the unique experience," said Dan Lovinger, Executive Vice President, Entertainment Advertising Sales, NBCUniversal. "Together with Reddi-wip, we're celebrating this special, local story through the lens of a classic family favorite Broadway musical."
In a recent Reddi-wip survey, people said listening to one of their favorite songs is one of their top three moments that brings them joy.*
"Through our #SharetheJoy program, our goal is to spark a joy movement that will have a ripple effect, in this case with the joy of music and entertainment," said Colleen Bailey, Brand Director of the Refrigerated Foods Portfolio at ConAgra Foods. "Our mission is to ultimately make the world a more joyful place."
The "Wiz Live!" is adapted from "The Wonderful Wizard of Oz" by
L. Frank Baum, with a book by
William F. Brown, and music and lyrics by
Charlie Smalls. The production opened on Broadway in 1975 at the Majestic Theatre and won seven Tonys, including best musical.
"Wiz Live!" stars
Queen Latifah (The Wiz),
Mary J. Blige (Evillene),
Shanice Williams (Dorothy),
David Alan Grier (Cowardly Lion), NE-YO (Tin Man),
Elijah Kelley (Scarecrow),
Amber Riley (Addaperle),
Stephanie Mills (Auntie Em) and
Uzo Aduba (Glinda) and Common (The Gatekeeper).
Craig Zadan and
Neil Meron ("The Sound of Music Live!," "Peter Pan Live!," Oscar-winning "Chicago") will executive produce.
Kenny Leon (Tony winner, "A Raisin in the Sun") is stage director and
Matthew Diamond is TV director, with
Harvey Fierstein (three-time Tony winner, "Torch Song Trilogy," "Hairspray" and "La Cage aux Folles") providing new written material.
Esteemed choreographer
Fatima Robinson ("Dreamgirls," "Ali") is also on board, along with music producer
Harvey Mason Jr. ("Dreamgirls, "Pitch Perfect 2") and Stephen Oremus ("The Book of Mormon," "Kinky Boots") as music director, orchestrator and co-producer of the music.
"The Wiz Live!" is produced by
Universal Television in association with Cirque Du Soleil Theatrical.
*This study was conducted by Edelman Berland among a nationally representative sample of n=1,016 U.S. adults aged 18+. The margin of error for this sample is ± 3.1% at the 95% confidence level. The survey was fielded between September 4-10, 2015.
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