• by David Goetzl , January 9, 2009

Turner has inked deals with three marketers to serve as top-tier sponsors of its coming TNT drama about the ad world--relationships that are likely to lead to notable product integrations as the season progresses. General Motors, Anheuser-Busch and Unilever for its Dove brand are on board for "Trust Me."

Turner declined to provide details of what the sponsorship agreements involve. The series about life in a Chicago agency starring Eric McCormack ("Will & Grace") and Tom Cavanagh ("Ed") launches Jan. 26.

A-B and Dove do make appearances in the initial two episodes, with the fictional agency hiring an award-winning writer of Bud Light ads (presumably in the "Real Men of Genius" campaign), while episode two ends with a phone call from a satisfied Dove brand manager.

There is one hitch, however, in that McCormack and Cavanagh's characters--creative partners at the firm--are seen in episode one drinking large cans of Coors after saving a $75 million account. The scene was shot before A-B signed on, a Turner representative said.

In an interview with Advertising Age, "Trust Me" co-creators Hunt Baldwin and John Coveny said they worked with TNT to ensure that integration deals did not affect the show's integrity.

"People who thought (product integration) couldn't be done seamlessly and creatively will be surprised," Coveny said. "This show is not about 'How can we sell more widgets?'"