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MediaBuyerPlanner: USA Network has developed a series of ad spots called Character Uncovered that it hopes will allow it to extend its character-driven brand equity to its ad partners.
Our character-centric brand gives us license to bring the characters of our partner's brands to life in unique and organic ways," Chris McCumber, senior vp, marketing and brand strategy is quoted as saying in Mediaweek.
The first sponsor taking advantage of the Character Uncovered series is Tanqueray London dry gin. The two spots will feature Tanqueray and its spokesman Tony Sinclair in a Q&A atmosphere, during which Sinclair will expound on the pleasurable aspects of Tanqueray and encourage responsibility during the holidays.
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