Axe Sponsors, Co-Stars in Web TV Series

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NEW YORK A new branded series involving a secret agent and a talking car that together fend off the bad guys debuted this month on the Web. Sound familiar? Maybe.

Midnight Rida is a spoof of the 1980s kitschy television classic Knight Rider, which NBC is resurrecting in prime time this year. Created by maniaTV, an Internet video network, Unilever’s Axe brand is the title sponsor of the series, often appearing at the center of the story line.

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