VH1 Teams with Extreme Style by VO5(R) in New Reality Series

VH1 Teams with Extreme Style by VO5(R) in New Reality Series

Models with Brains and Beauty -- Watch to See if They Break the Mold

CHICAGO, Oct. 5 /PRNewswire/ -- It's usually a case of brains vs. beauty, but this time brains and beauty are challenged in "America's Most Smartest Model," a new reality show from VH1 hosted by Emmy Award-winning Ben Stein and celebrity stylist, creative director, fashion consultant and commentator Mary Alice Stephenson. Sixteen budding models aim to dispel America's widely-held belief that smart and pretty cannot co-exist. As the official hairstyling sponsor of the show, Extreme Style by VO5 will provide the winner with a $100,000 prize and the starring role in the brand's new ad campaign.

The models will attempt to flaunt their intellectual prowess in individual and team challenges from science fairs to spelling bees. In the end, only one model will prove they break the beauty mold and earn the coveted title of "America's Most Smartest Model."

"The new Extreme Style by VO5 line is all about living by your own look and breaking the mold," said Rob Keen, VO5 Marketing Director. "The partnership between our brand and 'America's Most Smartest Model' is just one of the many initiatives Extreme Style by VO5 is undertaking to connect with a young generation that screams self-expression and individuality."

"V05 and 'America's Most Smartest Model' is a great example of how VH1 is maintaining its leadership position in viewer engagement by partnering with our top-tier advertisers to create meaningful program and commercial integrations," said Mark McIntire, Senior Vice President, Sponsorship Development and Integrated Marketing, VH1. "We challenged our creative teams to develop and execute numerous on-air and online brand enhancers for the V05 brand in this series, and the results are seamless and powerful."

Not only is Extreme Style by VO5 providing the winning prize, but they will also be featured in two branded challenges in the series. During one challenge, Erin Anderson, VO5 celebrity stylist and founder of Woodley & Bunny Salon in trendy Williamsburg, Brooklyn, helps the show's contestants reach their break-the-mold style potential for the cameras. Serving as their style expert, Erin advises the models on creating a unique look that sets them apart from their model mates and gets them one step closer to becoming "America's Most Smartest Model."

The series premieres on VH1 at 9 p.m. EDT on Sunday, October 7. Viewers can log on to StreetSmartsChallenge.com to find weekly Street Smarts Challenges, exclusive footage from the show, bloopers and episode recaps. In the Street Smarts Challenge, Extreme Style by VO5 challenges everyday people to walk the catwalk and prove to America that they are smarter than a super model. Tune in to VH1 Sundays at 9 p.m. ET to see how Extreme Style by VO5 helps these models break their beauty molds.

VH1 connects viewers to the music, artists and pop culture that matter to them most with series, specials, live events, exclusive online content and public affairs initiatives. VH1 is available in over 90 million households in the U.S. VH1 also has an array of digital services including VH1 Classic and VH1 Soul. Connect with VH1 at www.VH1.com.

First Call Analyst:
FCMN Contact:

Source: VO5

CONTACT: Alexis Tedesco of M. Booth & Associates, +1-212-539-3204,
alexist@mbooth.com, for VO5

Web site: http://streetsmartschallenge.com/
http://www.vh1.com/

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Profile: International Entertainment