Not Gonna Let Them Catch the Midnight Rida

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 political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.