More than 25 years ago, Todd Milliner and Paul Velten met as aspiring actors in Chicago. Now, with two decades of industry experience under their belts, the duo is formally reuniting to launch their latest venture, Summer98, a cause-first marketing agency that combines their respective expertise in Hollywood producing and advertising — as well as their shared passion for giving back.
For both Milliner and Velten, a charity-focused project is something that’s been a long time coming. Since the two first crossed paths during the summer of 1998 (hence the agency’s name), Milliner went on to co-found Hazy Mills Productions alongside actor and producer Sean Hayes, and Velten started Nimmea Advertising, a performance media agency.
While both have focused on philanthropic endeavors on the side, Summer98 will allow the co-founders to take that commitment to the next level.
“For more than 20 years at Hazy Mills, we’ve talked about improving the world around us … it’s about time we put our money where our mouths are,” Milliner told Variety. “That is at the heart of everything that we’re starting with Summer98.”
Founded to prove that commercial excellence and social responsibility don’t have to be mutually exclusive, the agency will create campaigns that pair respected brands and creative talent with nonprofits. Summer98’s first campaign will be “Kevin Smith Talks Filmmaking with Dogs,” a social-forward commercial that promotes Much Love Animal Shelter and Hera the Dog Vodka, launching on April 11 (aka National Pet Day).
While vodka and dogs might not be the obvious choice for some, Hera the Dog Vodka donates 50% of its profit to rescue programs — making it a perfect match to support a shelter. And at the center of the project, filmmaker Kevin Smith is the proud owner of two rescue dogs himself, aiding the entire campaign’s authenticity.
Like with this first campaign, the key for future projects will be a focus on connecting brands, talent and nonprofits with synergetic elements, explained Milliner and Velten. That typically begins with a creative brainstorm to decide who would be a natural fit (a task the pair has uniquely been preparing for with their respective backgrounds), and then subsequent talks. “The pitch is pretty easy,” joked Milliner. “Would you like to feed kids? Would you like to help cure cancer? Would you like to feed animals? It’s an easier pitch than, will you do some dumb show idea I have?”
These collaborations also allow nonprofits access to talent and production that they might typically be unable to afford.
“Marketing is something that charities have a really difficult time with,” Velten said. “Most charities are lean with their internal operations, and so they wear a lot of hats. And I think their approach to marketing, it can be co-branded, like, ‘Hey, there’s an opportunity here, or an opportunity there,’ but often they’re not thinking [about] big creative campaigns… and that’s where we would come in.”
The duo says this approaches allows the organizations to focus on their causes — whether that’s saving animals, early detection for cancer or feeding children. “We want them to concentrate on that, and we want to try to help alleviate some of the other side that we have experience in,” Milliner said.
What sets Summer98 apart, too, is Milliner and Velten’s focus on “leading with humor” — rather than the somber advertisements people often associate with a charity. (Who hasn’t seen one of Sarah McLachlan’s heart wrenching ASPCA commercials?)
“It’s humor and heart. In talking to a lot of these charities, they don’t want everybody to feel down and sullen… we want to do something that’s fun,” Velten explained. “That’s the value of Summer98. It’s not going to be a sad spot. We’re going to have some fun. We’re going to poke fun at ourselves, but definitely not the cause.”
Currently, they’re in talks to partner with other organizations like No Kid Hungry, Thirst Project and Cancer Schmancer.
“Summer98 is open for business to unite charities and brands. And first, we’re going to take care of these pets,” Velten said.
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