Axe Webisodes Destined for TV

Two characters created for a dating advice site promoting Unilever’s Axe are headed to the bigger screen. While traveling across the country, Evan and Gareth gave young men advice on pick-up moves at; now the two are subjects of a cable television project, thanks to a partnership between marketing agency Conductor and reality program producer Reveille.

The project is only the first venture to result from the partnership. The companies expect to continue to work together to produce advertiser-financed original multimedia programming. Reveille is perhaps best known as the producer of shows such as NBC’s “The Office” and “The Biggest Loser,” while Conductor has worked with brands such as Nestle Purina, Ford Motor Company and the National Hockey League.

“Conductor and Reveille share the same goal of creating original content that delivers strong results for consumer brands and that also stands on its own as pure-play entertainment,” said Ben Silverman, CEO of Reveille, in a statement. “Evan and Gareth proved this model online, and we’re excited to translate it to television, where it has a ‘pre-sold audience’ of millions of unique viewers who’ve already been enjoying the comedic adventures over the Internet for a year.”

The online Webisodes attracted 10 million viewers aged 15 to 25, according to the companies.

The second announced project is a brand integration for Miller Genuine Draft within the Sundance Channel program House of Boateng, which premieres June 22. The Reveille-produced series follows a British luxury menswear designer as he attempts to expand into the U.S. The companies will develop original content for the Web, and for TV, that integrates Miller Genuine Draft and other client brands.

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