Dove, Rolling Rock Play Parts in TNT Drama

Continuing its tact of novel brand integrations, TNT is giving Dove Hair Care and Rolling Rock parts to play in its new “Trust Me” drama.

The drama, produced by Warner Horizon Television for TNT, is about two best friends working as creative partners in a Chicago ad agency. Dove Hair Care figures in a storyline about giving women solutions to hair damage problems, and the Unilever product will have an online extension related to the series, along with a sweepstakes.

Rolling Rock will come into play in later episodes, with details of that marketing partnership yet to be revealed.

“Both powerful brands, Rolling Rock and Dove Hair Care, will have the opportunity not only to communicate their message through custom TNT marketing and promotions driving awareness for the series, but also to give viewers a glimpse into their branded objectives through compelling storyline development,” said Linda Yaccarino, executive vice president and COO of Turner Entertainment ad sales, marketing and acquisitions.

The series debuts on TNT in primetime on Jan. 26, with passive Dove Hair Care integrations in the initial two episodes. The brand becomes an active part of the series storyline in an episode dubbed “Damage Control” on March 9.

Staff members of the fictional Rothman Greene & Mohr agency in the series are challenged to come up with new campaign for Dove Hair Care.

TNT’s Web site will host Dove Hair Care and TNT’s “Be the Creative Director” promotion, in which viewers can “join” the agency and help to produce a new Dove ad and enter a consumer sweepstakes.

Visitors to a dedicated Web site can watch a brief presented by a Dove brand marketer, highlighting the objectives of the new campaign. They can then use that information to play creative director simultaneous with the storyline featured in the series, participating in weekly assignments to produce the next Dove spot.

The grand-prize winner gets a creative director’s prize package, including a bonus check, a trip for two to New York, a consultation with a celebrity hair stylist and a computer and software package. Dove products will be given to second- and third-place winners.

TNT will drive viewers online to participate through co-branded Dove on-air spots running within “Trust Me” episodes, as well as across TNT, TBS and truTV programming.