'The Gamekillers' Unleashed On MTV Tonight, Monday, February 6 At 11pm ET/PT

'The Gamekillers' Unleashed On MTV Tonight, Monday, February 6 At 11pm ET/PT

One-Hour MTV Special Kicks Off Nationwide AXE Dry Advertising Campaign

NEW YORK, Feb. 6 /PRNewswire/ -- MTV: Music Television today announced that "The Gamekillers" will air tonight, Monday, February 6 at 11pm ET/PT. The reality-based special, produced by advertising agency Bartle Bogle Hegarty and production company @radical.media, is the result of a partnership with AXE Dry, who developed the idea and will use characters from the show to launch a new advertising campaign in mid-February.

"This project grew organically from the combination of a trend-setting sponsor partner, a talented ad agency and a creative production company who all have a unique understanding of the MTV audience," said John Shea, Executive Vice President, Integrated Marketing/Brand Partnerships, The MTV Music Group. "'The Gamekillers' is another example of how MTV is partnering with clients to create new, innovative solutions that connect with viewers across all of our platforms."

The Gamekillers campaign and MTV special were built based on the real insight that every guy knows there are people out there who are working against him as he tries to get the girl. They come in different forms -- some friends, some rivals and some her friends -- but they all have one objective in common -- killing a guy's chance with the ladies. While guys have experienced these characters in real life, the MTV show will introduce them to the world for the first time publicly. "The Gamekillers" will have a presence across MTV multiple screens including on-air, online through MTV.com and MTV Overdrive, as well as via wireless platforms.

"We believe this initiative will be successful because it is a fresh approach ... part scripted and part reality ... that illustrates guys' real life experiences," said David Rubin, Brand Development Director, AXE. "We knew that MTV was the right partner to kick-off the idea of 'The Gamekillers' -- a real consumer insight -- for the entire campaign."

The advertising campaign will launch AXE Dry -- an anti-perspirant stick that keeps guys cool so they can focus on more important things, like getting girls. The creative featuring "The Gamekillers" will appear on television, national radio, college campuses, military bases and the Web and in national magazines, college newspapers and college bars.

@radical.media is a diverse global production company that has produced numerous award-winning feature films and television programs including the Academy Award winning "Fog of War," the Grammy Award winning "Concert For George," "Metallica: Some Kind of Monster," winner of the Independent Spirit Award and Jay-Z's "Fade To Black". Additionally the company produced the recent critically acclaimed television series "Iconoclasts" on the Sundance Channel, "Nike Battlegrounds" on MTV, the Court TV drama "The Exonerated" and the upcoming, "Ten Unexpected Days That Changed America" for the History Channel.

Bartle Bogle Hegarty is an advertising agency located in New York City, with a global reputation for highly effective strategic and creative integrated brand communications. Clients include Levi's, Axe, Vaseline, Dyson, All, British Airways, EDS, Johnnie Walker, Gold Toe Socks, Smirnoff Ice and Sony Ericsson. More information is available at www.bartleboglehegarty.com.

While AXE is best known for its deodorant bodyspray, the Unilever- manufactured brand also is available in an anti-perspirant, deodorant and a shower gel. AXE currently is the No. 1 men's deodorant, and the shower gel, launched in 2005, reached No. 1 status five months after hitting shelves. it's The brand's mission is to help guys get the girl with fragrances that reflect individual personality and lifestyle. AXE products are sold in North America at food, drug and mass outlets with a suggested retail price of $3.99.

MTV Networks, a unit of Viacom (NYSE:VIA)(NYSE:VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 100 channels worldwide, owns and operates the following television programming services - MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 95 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.

Source: MTV

CONTACT: Graham James, MTV, +1-212-846-8911, graham.james@mtvstaff.com;
Lee Antonio, Edelman/AXE, +1-312-297-7573, Lee.Antonio@edelman.com

Web site: http://www.mtv.com/
http://www.bartleboglehegarty.com/

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