USA Today looks at one of my favorite topics—the explosion of content solutions brought to client tables by agencies.
Gillette is producing an ABC prime-time reality series starring the group of NASCAR drivers — dubbed the “Young Guns” — who are featured in its TV ads and online. Gillette is a NASCAR sponsor for each driver and his race team.
Gillette’s ad agency, BBDO New York, came up with the idea for a reality show in which the pro drivers would teach celebrities how to race cars. The result: Fast Cars and Superstars: Gillette Young Guns Celebrity Race, in which stars such as William Shatner and Jewel will compete in time-trial driving tests. The program will begin June 7 at 8 p.m.
“We’re seeing a blurring between advertising and entertainment,” says Steve Fund, Gillette marketing director. “It’s a new business model.”
Other brand-owned content plays mentioned in the piece:
- To promote Snake Peel Shower Scrub, Axe and ad agency Bartle Bogle Hegarty created a half-hour special for Spike TV called Exposing The Order of The Serpentine.
- Ad agency Cramer-Krasselt produced its Ultimate Playground powered by Bombardier Recreational Products (BRP), a 10-part ESPN2 adventure series featuring BRP boats, all-terrain vehicles and snowmobiles.
- Toyota and its agency Saatchi & Saatchi, Los Angeles created a one-hour Speed channel special Two Roads to Baja.
