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February 10, 2003 REALITY TV TAKES A NEW TURN ON COMMERCIALS THAT FEATURE REAL-LIFE PROPOSALS Internet Marketer, Construction Adviser
Offer Valentine's Day Surprise on National TV This Valentine's Day, Jason Stone and Michael Murphy chose to surprise their girlfriends on national TV, taking reality TV to the next level. Using their "15 minutes of fame" (it's actually 30 seconds), the two guys declare their love to two very special women. As America watches, the men ask the question everyone is waiting to hear. "Will you marry me?" Jason, 31, an Internet marketer from St. Louis, and Michael, 24, a technical adviser for a commercial construction company in Dallas, were plucked out of obscurity to star in Kohl's Department Stores' commercials that begin airing this week. The simple 30-second spots each feature a single continuous, unedited take. Unscripted, the men were directed only to start their proposals with their respective girlfriend's first name. "Kohl's Bridal Aisle™, our gift registry, is all about celebrating newlyweds as they start their lives together," said Julie Gardner, senior vice president of marketing for Kohl's, which is using the commercials to promote its Bridal Aisle gift registry. "This is about real life, and we felt very strongly about using real men in the spots. We wanted to capture and present these special moments in a compelling way." The commercials, which will be aired on programs such as "American Idol" and "Survivor" and national cable, are the culmination of months of planning, including two months for casting. Makers of the commercial canvassed the nation last fall - advertising in newspapers and on the Internet, and visiting shopping malls. More than 500 men, hoping for a romantic TV proposal, responded to the casting calls. Because the commercials were shot in December, both young men had to keep their involvement secret from parents and friends, and especially their girlfriends. In creating the kind of story that will regale friends at cocktail parties for years to come, Jason said he wanted his proposal to impress an impressive woman. "If you want to do something really, really special, do it on a grand scale. I can't think of anything more grand than making a proposal on national TV," said Jason, whose girlfriend Kelli is also from St. Louis. Michael, who was discovered in a Dallas area mall, met his girlfriend of six years on a blind date in college. "She's the world to me," said Michael on his casting tape. On Sunday night, his girlfriend Jill finally heard the words he had been practicing for months. "Jill, you're all that I can ask for…. I love you with all my heart, and I always will. I would do anything for you. Jill, will you marry me?" Jill said yes. As did Kelli. To create the special Bridal Aisle gift registry commercials, Kohl's retained the advertising agency Ziccardi Partners Frierson Mee in New York. Porter Gale, an award-winning documentary filmmaker and founder of Porter Pictures, directed the commercials. For more about the guys on the commercials, click to www.kohls.com/TVproposal. About Kohl's Bridal Aisle™ Gift Registry About Kohl's ### Media Relations Contact:
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