“Midnight Rida,” a Web series spoof of “Knight Rider” from maniaTV, has counted Unilever’s Axe brand as its title sponsor from inception, Adweek reports. Axe approached maniaTV about integrating its new product, the Axe Detail Shower Tool, into a program, the newspaper says. Talks with agency and brand executives from the onset of the series have helped to integrate the product into the show, the newspaper notes.
—Vlada Gelman