Fox, Unilever, Do A Deal With A Global 'Touch'

In a historic move, Fox will debut "Touch," a drama starring Kiefer Sutherland, "simultaneously in in more than 100 countries with a global marketing effort from Unilever," advertising a deodorant ("Sure" in the U.S.) with several different names worldwide.

The show's theme -- it "features Mr. Sutherland as the father of an emotionally challenged 11-year-old boy who can predict events around the world," with "characters speaking in their native languages for authenticity" --  is obviously a good fit for this kind of launch, writes Steinberg.

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