In a project that pushes branded entertainment even deeper under cover than its previous incarnations, BBH, @radical.media, MTV and Unilever brand Axe have created an hour-long sponsored television program that is nearly devoid of any mention of the product. The show, "The Gamekillers," is "brand content, not branded content," says group creative director William Gelner, who posits that brands compete not only with each other, but with pop culture, as long-form online ads and reality show placement have replaced television spots in Axe's 18-24 male target audience. Rather, "The Gamekillers" espouses the notion that a brand attitude can be conveyed in a more subtle way, and thus the entire plot of the show revolves around the concept of staying cool and dry—not coincidentally the properties one can get from using Axe deodorant. Embedded within the story—a setup of one guy trying to get the girl while constantly having to fend off characters called Gamekillers—are what creatives call "showmercials," a connection of the plot to the product. Actual spots featuring Gamekillers characters, such as "British Accent Guy," started appearing after the show aired earlier this month, supporting the show along with print executions and gamekillers.com. PC users can see the entire show on MTV Overdrive.