• September 18, 2007

With the help of MTV, Unilever's Axe brand of men's "body spray" has gotten into the programming business with a new dating series named "The Gamekillers."

For the show, obstacles, or Gamekillers," are thrown at the feet of unsuspecting guys as they try to navigate their way through high-pressure dates. Axe-branded tips on how to overcomes particular dating obstacles punctuate each episode.

Produced by Publicis-backed ad agency Bartle Bogle Hegarty and entertainment company @radical.media, the first show airs on Friday, Sept. 21 at 7 p.m. "Axe talks to scores of guys and girls about what it's like in the dating world, and we kept hearing about people with these annoying, infuriating and sometimes alluring qualities that always get in the way of sure hookups," said David Rubin, brand development director for Axe.

"Working with BBH, Radical and MTV, we created a breakthrough series that shows regular guys on a date unknowingly encountering these same kinds of obstacles they face every day."

Other BBH clients include ALL, Axe, Becel, British Airways, Dyson, Johnnie Walker, Levi's, Mentos, Miller Lite, NYC & Company, Promise, Sobe, and Vaseline.