Shine United Launches – A New Website for Comic Legend Rodney Dangerfield

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Designed and built by Shine, the new website honoring Rodney Dangerfield will kick off with the ultimate giveaway – Rodney’s 1994 Cadillac.

His comedy was the unveiling of the great mysteries behind the common man in the everyday world.

Joan Dangerfield, widow of comedian Rodney Dangerfield, has long envisioned a website that not only pays homage to Rodney’s personality, but also celebrates his comedic accomplishments. With that in mind, Joan turned to Shine United, a Madison, Wisconsin based advertising agency, for the planning, design and launch of a new digital presence for The website, which launched on November 22 (Rodney’s birthday), features exclusive content from Rodney’s personal archive – from handwritten performance notes to audio of his most recognized one-liners and jokes.

While the website celebrates Rodney Dangerfield as a comedic genius, it also includes his life outside the spotlight. “His comedy was the unveiling of the great mysteries behind the common man in the everyday world,” says Joan. “He was an idealist, not simply a character but a champion of the downtrodden, and his success was proof of his theory that every man believes himself to be the underdog. Everyone laughed, because everyone identified.” As the initiator of the new site, Joan carefully selected Shine United as the partnering agency. “They were delightful to work with. I had a specific vision for the site that Shine was able to bring to life.”

In true Rodney fashion, the site has launched with a splash. Joan is holding a sweepstakes giving away Rodney’s classic 1994 Cadillac Fleetwood. Visitors of can enter from November 22, 2013 through January 31, 2014, with a winner being announced in February 2014.

“Being asked to work on a project that’s associated with Rodney’s legacy is quite an honor,” says John Krull, creative director. “We’ve built the design to be reflective of his complex personality while at the same time being easy to navigate.” Using horizontal parallax scrolling, visitors can move along a virtual catalog of Rodney’s life work, highlighting his wide portfolio and giving a peek behind the scenes with his life and the relationships he formed in show business.


SHINE UNITED: Aleah Schroeder / aschroeder(at)shineunited(dot)com / 608.442.7373
DANGERFIELD: Marlan Willardson / marlan(at)mw-pr(dot)com / 310.701.3350


About Shine United
Shine United is a $40 million advertising, design and interactive agency located in Madison, Wisconsin. The privately held company’s client experience includes national consumer brands such as Harley-Davidson, Wisconsin Cheese, Winston Fly Rods and Mizuno Running and Golf. Shine is creatively driven, results-focused and dedicated to building passion between people and brands. Learn more at Shine on.

About Rodney Dangerfield
Grammy Award–winning comedy legend, Rodney Dangerfield, known for his iconic “I don’t get no respect” line, appeared in 22 films and 20 Miller Lite beer commercials, and on The Tonight Show Starring Johnny Carson a record 70 times. His signature getup (black suit and red tie) is part of the permanent collection at the Smithsonian, in Washington, D.C., and he is known for having given many renowned comedians their early break, including Jim Carrey, Tim Allen, Roseanne Barr, Jerry Seinfeld, Louie Anderson, Andrew Dice Clay and Sam Kinison.

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Aleah Schroeder
Shine United
+1 (608) 442-7373
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