Meet the In-Action Heroes dolls from Dull Co : Mama's Boy, the Wuss, and the Suck-up. At first, I thought the dolls were from Mattel. But no, they are created by a FMCG to sell deodorant ! They "fight stress by avoiding risk" : the In-Action heroes are for men that like to play it safe. And for men who do take risks, there is new Degree, the pit stick deodorant from Unilever.
As the In-Action Heroes site reads for the Suck-up doll : he never risks challenging his boss and his stock answer to any question is "Yes, yes, oh yes". He comes with realistic head nodding action and permanent thumbs up. You can read his resume, download sound bites and ring tones, play the Suck-Up Game, watch videos clips and have more risk-free fun.
And, oh yes, that's the best part : the dolls are for real, you can actually order two of them online (only US residents however). This concept takes Branded Entertainment to an entirely new level.
Unilever digged deep in their pockets to promote the concept : a Mama's Boy video clip even aired during the Superbowl event : you can watch it on the site, but here's a mirror. And the Suck-up doll came to life into the streets of N.Y. during a street marketing event. Degree actually hid an actor in a giant Suck-up toy box. Yesbut.com did an interview with the poor guy.