Stanley, a brand of PMI, has rolled out a new marketing campaign dubbed the “Stanleys.” The company said two new annual Hollywood awards will recognize the lifetime achievement of one background actor, as well as a rising star in the field.
“The Stanley brand and background actors have a lot in common,” said Eric Shear, global vp of PMI’s Stanley brand. “Like our products, they’re not afraid of long hours or hard work. We’re in the backdrop with them in dozens of films and shows. Extras are Hollywood’s unsung heroes.”
The Stanleys are part of a larger marketing campaign, dubbed “Stanley Sightings.” The effort showcases the iconic films and TV shows in which Stanley products have organically appeared.
Inaugural recipients of the Stanleys will receive $5,000 in cash, their own ad in a national industry publication, as well as a supply of Stanley products to help keep their lunches cold and their coffee hot during long days in holding or on set.
Additionally, as part of the first-ever Stanleys, the brand will make a $10,000 donation to The Actors Fund, a national nonprofit human services organization that helps more than 20,000 entertainment and performing arts professionals across the country, fostering stability and resiliency and providing a safety net over their lifespan.
The Stanleys are open to any individual who has worked in the background of a film or TV show as an extra. Winners will be announced in February leading up to the last Hollywood awards show of the season.