• by David Goetzl  @dgoetzl, October 29, 2010

TNT tried the same idea last year with little success. Now, Univision is using an ad agency as a setting for a drama, hoping to attract branded entertainment dollars.

In the novela "Eva Luna" on the Spanish-language network, the lead character works at an L.A. agency and lands the Buick Regal account. The agency then brainstorms and crafts a spot for the account -- and the ad crafted by the fictional agency turns real.

It will air in regular rotation on Univision and sister channels TeleFutura and Galavisión. It's the first Spanish-language spot for the Regal.

General Motors' involvement with the novela, debuting Monday, did not stop with the Regal. It also weaves two Chevy models into story lines. One model has a crucial role in a romance, the other as a valued companion.

In early 2009, TNT launched the drama "Trust Me" set in a Chicago agency, where the characters devised campaigns for Dove and Bertolli. But it was canceled after one season. AMC's "Mad Men" receives some compensation from brands it includes.

Domino's Pizza and T-Mobile are also sponsors of "Eva Luna" and have a presence in the content. Domino's will be in promos right before an episode, suggesting that viewers place an order to make the coming entertainment more enjoyable.