In Depth

Reveille, Grape Nuts Team for Web Series

Reveille, the television studio behind such hit shows as NBC's “The Office” and ABC's “Ugly Betty,” launched a 50-episode Web series on MSN.com sponsored by Post Grape Nuts cereal.

The original digital show, geared for a male audience, stars Kenny Mayne of ESPN's "Mayne Street."

The deal for the show came together via ad agency Ogilvy, which handles the Grape Nuts account.

Each two-minute episode of “The Guy’s Manual” will offer advice to men on how to "get the tough things done," like getting a date with a cute girl or taking your fiancée’s poodle for a morning jog, the creators said.

The Web series is part of a larger Grape Nuts campaign that includes print, radio and Web ads that will drive Internet users to the MSN site. The campaign uses the tagline “That Takes Grape Nuts.”

The new project is noteworthy because it involves a well-heeled production shop and was brokered on behalf of a brand, underscoring the importance that marketers will play in financing original Web productions.

Reveille’s Howard T. Owens, Mark Koops, Jared Tobman and Todd Cohen are executive producers with Ogilvy Entertainment’s Doug Scott and Meg Siegel and production company Drama 3/4. Reveille’s Erica Bello is producer. Josh Bycel, co-executive producer of USA Network’s “Psych,” served as showrunner.