Thursday, May 17th, 2012
Axe, the deodorant brand, is sponsoring a new branded TV series titled Midnight Rida on NBC. The new series is a spoof of the classic 80s TV show Knight Rider, which NBC plans to resurrect later this year.
As reported by AdWeek, Unilever’s Axe brand is the title sponsor of the series, often appearing 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
Midnight Rida is classified as an urban-comedy series. All of its twenty 3-5 minute episodes will begin airing this fall.
The plot centers on Mitch McKnight, an intern who works for a secret intelligence agency. Mitch drives GARI, an Oldsmobile with a voice and a mind of its own. GARI and Mitch dont always to see eye-to-eye, between Mitchs sharp Texan accent and GARIs urban slang, there are a million comedic possibilities.
Midnight Rida was created by maniaTV, an Internet video network.
