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Buick signs product integration deal for comedy 'Monk'

Indiantelevision.com Team

(29 July 2006 6:00 pm)

MUMBAI: US broadcaster USA Network has announced today a sponsorship agreement with Buick to receive enhancing integration of their all-new 2006 Lucerne sedan in select episodes of comedy show Monk. The show stars Emmy, Golden Globe and Sag award winner Tony Shalhoub.

In India, the show airs on Star World. USA Network senior VP marketing and brand strategy Chris McCumber says, "We're thrilled to be partnering with a world-class brand like Buick. Buick's innovative campaign of Beyond Precision and the attention to detail in the all-new Lucerne, perfectly aligns with the discerning and precise skills of Adrian Monk."

In one episode, a real estate agent who is fanatical about her car, hires Adrian Monk (Shalhoub) to investigate a slight scratch on her Buick. A subsequent episode featuring the Lucerne will debut next year when a character starts driving a Buick Lucerne.

Buick will sponsor the official Monk site at monk.Usanetwork.com . The Buick Lucerne will be fully integrated into one level of the Monk's Mind Game. This challenges fans to re-evaluate the depths of their Monkish disposition. The sponsorship also highlights the on-air integration of the Lucerne through customised content and video.

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