• DM News , Monday, July 14, 2008 5:15 PM

BrightLine iTV Marketing Specialists has crafted a campaign for Unilever's Axe that incorporates keyword search into TV spots. The ads are aimed at promoting Axe's new Proximity line of personal care products, and will run on interactive TV networks (like Verizon FiOS and Time Warner's Movie Trailers-On Demand).

On Verizon, viewers will be able to bookmark their favorite Proximity ads (among other content), and then search through it using specific keywords.

"Consumers are able to search keywords like 'comedy' or 'digital shorts' and the Proximity shorts will be at the top of the list," said Robert Aksman, creative director from BrightLine iTV. "Search marketing has been huge online and this is the first time it's being used on TV."

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