Unilever has teamed up with MTV to create "The Gamekillers," a TV show the network plans to unveil next week that would feature Unilever's Axe antiperspirant in a discreet manner. The carefully crafted project adopts an approach known as "branded entertainment," which has its roots in the 1940s and 1950s with marketer produced shows such as the "Colgate Comedy Hour."

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