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Web Series ‘Motherhood’ Adds McCarthy for 2nd Season

Feb 13, 2008  •  Post A Comment

Jenny McCarthy joins the returning Leah Remini and Chelsea Handler in the second season of “In the Motherhood.” The online comedy series is sponsored by Suave and Sprint, both clients of MindShare Entertainment.
Episodes of the series can be found through MSN.com beginning this month.
Last year the Web series amassed 5.5 million viewers.
Episodes are based on real-life stores from moms, which are incorporated into the short-form comedy series by Hollywood screenwriters.
Moms can submit their stories in paragraph form at inthemotherhood.com. Moms on the site vote for the best stories, which are polished by the professional writers and developed into webisodes.
The moms who submit winning entries are flown to Los Angeles to see their stories filmed.
This season, “In the Motherhood’s” Web site will have additional features, including community functions, recipes, arts and crafts projects for children and a gaming section.
“The second season of ‘In the Motherhood’ will be bigger and better in many ways, from the addition of Jenny McCarthy to a much more robust community section,” said David Lang, president of MindShare Entertainment and creator of the campaign.
Sprint and Suave both have marketing efforts targeting moms.
Sprint’s mom-oriented product offerings include the Sprint Family Locator, which provides GPS locations of loved ones, and Sprint Navigation, for turn-by-turn GPS directions, as well as mobile e-mail and Internet access.
“‘In the Motherhood’ creates a unique platform to allow moms to share their stories with millions of other women. Our customers love the show, and our phones and services are the perfect fit to help mothers stay connected,” said Anita Bajaj Newton, VP of media and digital for Sprint.
Suave wants its beauty products on moms’ to-do lists.
“The brand is on a mission to help Mom remember the person she often forgets—herself, and to make herself and her beauty a priority again,” said Piyush Jain, Suave senior brand manager.

46 Comments

  1. i found about this show in the mother hood on line, but it did not tell were to watch it. it realy looks good/ galen

  2. The show is really funny, i watched a couple of them and was rolling on the floor laughing. they promote it alot on msn.com

  3. please someone tell me where i can watch this show.

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