• Mediaweek, Monday, October 5, 2009 10:48 PM

The American Legacy Foundation is locking in a five-week integration with MTV's unscripted series "Made." MTV will run a pair of two-minute "Truth Rider Challenge" interstitials in each of the next five episodes of "Made."

Each summer, the anti-tobacco foundation taps seven young people to serve as a traveling street team for "Truth," which works to counter Big Tobacco advertising. The first ad clip introduces viewers to Natalie and Jeremy, two Made alumni who will compete for a seat on the Truth Rider tour bus.

In the course of the integration, the two wannabe Truth Riders will get an inside look at the machinations of the anti-smoking effort, learning how to talk about the dangers of tobacco use at various outdoor venues. The Truth Rider Challenge clips seem to jibe well with "Made," which is essentially a makeover show that focuses on self-improvement.

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