Because the whole thing is a production of Axe deodorant spray, which desperately needs Tivo-resistant exposure if it is going to sear out the nostrils of the next generation of middle school teachers. And Axe is a product of Unilever, which owns millions and millions of brands you might not know about if Viacom wasn't there to remind you of their existence every four minutes!
Many networks listened. They had to. Facing intensifying competition for ad dollars from the Web, television executives need to please advertisers. Unilever, which markets everything from Ben & Jerry's ice cream to Dove soap, is one of the world's biggest advertisers, spending $809 million on ads in the U.S. last year, according to TNS Media Intelligence.Read the story for more on how this epic media deal was inked. It is so very uplifting to know such quality entertainment properties can survive this austere new era of marketing message avoidance.