Next week, the second slate of MTV's "The Gamekillers" will air. The show was developed by Unilever in partnership with ad agency Bartle Bogle Hegarty and production company Radical Media as a way to spotlight the CPG company's Axe deodorant. But, as this article shows, getting the first season to air took a lot of wrangling about how much brand should be visible in branded entertainment.

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