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To pump the return of Tony Shalhoub as a beloved germophobe detective in Mr. Monk’s Last Case: A Monk Movie, the marketing pros at Peacock had plenty of options, especially on the heels of a pandemic.
But rather than passing out tubes of hand sanitizer — a choice that might’ve seemed so 2020 — the streamer offered influencers and press a dry cleaning experience that found a concierge service picking up five business casual items to be dry cleaned and delivered back to the original address — a budget friendly invite considering the skyrocketing costs of dry cleaning. Peacock partnered with Civic Entertainment Group on producing and publicizing the campaign as well as receipt design for the below.
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“We knew Monk’s passionate fandom deserved a campaign that even Adrian Monk would be proud of, as we prepared for his long-awaited return in the movie’s post-COVID world,” Peacock’s chief marketing officer Shannon Willett tells The Hollywood Reporter. “Inspired by his iconic suits, sharp, perfectly polished aesthetic, and attention to detail, we’ll be delivering a luxury dry cleaning experience to press and influencers just in time for the holidays, so everyone can look their Monk finest.”
Mr. Monk’s Last Case: A Monk Movie is set to hit Peacock on Dec. 8. Shalhoub returns as Adrian Monk and stars opposite Ted Levine as Leland Stottlemeyer, Jason Gray-Stanford as Randall Disher, Traylor Howard as Natalie Teeger-Albright, Melora Hardin as Trudy Monk, Hector Elizondo as Dr. Neven Bell, Caitlin McGee as Molly Evans and James Purefoy as Rick Eden.
A version of this story first appeared in the Nov. 29 issue of The Hollywood Reporter magazine. Click here to subscribe.
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