Hopefully It Won't Get Axed! (I <3 Puns)

Though it is not mentioned on maniaTV's site for the online-only TV show Midnight Rida, a spoof of the 1980's gem Knight Rider, Axe is the title sponsor of this series. They are creating a show about a secret agent intern looking to prove he has the gumption to be a real secret agent by hi-jacking an intelligent crime-fighting car from the tech department. Good plan.
Anyway, Axe is leveraging this position to promote their products which will be central to the plots, specifically the new Axe Detailer Shower Tool. It will be used to clean the car in at least one episode.



This is another of the trend of [mostly online] TV series created around a brand, rather than brands trying to fit into a TV series. Another one of my favorites was the Brawny Academy online weekly reality series, where men trained to become a true Brawny Man. This potentially cost-effective (it's been said that this cost Axe less than putting standard 30sec spots in each episode of a TV series) method of advertising is eye-catching to be certain, and allows brands to be put in the spot light. However, one wonders if it will draw enough viewers to actually be cost-efficient. At least, more viewers than say, a 30sec spot would during Mad Men.

So keep an eye out for the Midnight Rida premier this fall, it's sure to be heart-warming, full of half naked girls and a lot of suds.