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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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.