• by David Goetzl , April 28, 2006

TNT's commercial-free premiere of new drama "Saved" will be sponsored by Dodge and Quiznos. "Saved" is one of three shows on the Turner network set to premiere this summer with no commercial interruptions--a move that could blunt the impact of ad-skipping DVRs and ease advertisers' concerns about increasing clutter.

Earlier, TNT said the second-season debut of hit "The Closer" would be ad-free and sponsored by Audi. "Nightmares & Dreamscapes: From the Stories of Stephen King" is the third show, although TNT has not announced a sponsor.

Dodge's relationship with "Saved"--which focuses on the personal struggles of a paramedic--also includes product placement. Both Dodge and Quiznos will receive exposure in TNT's marketing efforts behind "Saved," including mentions in on-air promos, print ads, and on tnt.tv.

Agency PHD made the multi-pronged deals with Turner on behalf of clients Dodge and Quiznos.

"Saved" will run Mondays at 10 after "The Closer," forming an original drama block that launches June 12.

In addition, AOL will have a brand integration role in "Saved," as well as on "The Closer." "We can showcase the value of AOL within the actual storyline, making it relevant to the characters' lives," said Richard Taylor, senior vice president of brand marketing for AOL. In an interview prior to Turner's upfront, David Levy, president of Turner Entertainment Group Ad Sales and Marketing, said circumventing DVR ad-skipping wasn't the chief reason behind the ad-free premieres. "We're looking at innovative ways to get the clients' messages across," he said.

Linda Yaccarino, executive vice president at Turner, cited "an uncluttered environment" as an enticement for Dodge and Quiznos.