P&G in "Race" to blend branding with TV programming

06/7/2007 | Boston Globe (tiered subscription model), The

Procter & Gamble, which helped create the daytime soap genre, has become a programming pioneer again with an ABC reality series that weaves its Gillette brand into the show. The summer series, "Fast Cars and Superstars -- the Gillette Young Guns Celebrity Race," was co-created by BBDO and will feature celebrities including actor William Shatner, singer Jewel and skateboarder Tony Hawk learning to race stock cars from Gillette-sponsored NASCAR drivers.

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Boston Globe (tiered subscription model), The

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