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Not Gonna Let Them Catch the Midnight Rida

August 21, 2008 By 1 Comment

According to Adweek, Unilever’s Axe brand is the title sponsor of Midnight Rida, a spoof of the 1980s kitschy television classic Knight Rider, which NBC is resurrecting in prime time this year.

Created by maniaTV, the Axe brand often appears at the center of the story line. The series demonstrates a growing trend of having the advertiser in place from inception, rather than creating the show and then searching for appropriate ad placements, said Devin Boddie, series co-creator.
WPP Group’s Mindshare, Axe’s media planning and buying agency, recommended maniaTV to its client.

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About David Burn

I wrote my first ad for a local political candidate when I was 17 (she went on to win her race, and I felt the power of persuasive copy for the first time). Today, I live near Portland, Oregon and spend my days building brands for companies that matter.

  • http://www.postadvertising.com Jeremy Greenfield

    Are you sure Axe is the sponsor? There are hero shots of a Cadillac all over the show and on the show’s branding, but I haven’t smelled a whiff of the enemy of desire body spray.