- The Finnish sitcom "Buy This" is set in an ad agency, but the fictional agency works with real brands to develop ads.
- The ads—for brands like Nissan, global retailer Lidl, and telecom brand Sonera—are created within the show and then run as real ads outside of the program.
- The idea is a partnership between agency TBWA Helsinki and FremantleMedia, producer of "American Idol," "Family Feud," and "America's Got Talent."
Brands are continuously looking for ways to develop unique and bold advertising. The fake-turned-real ads are the ultimate in product placement— in a way that transcends the sitcom. "It's a win-win," said Juha-Matti Raunio, VP of TBWA Helsinki's innovation unit. "The broadcaster gets a good show; the brand gets good content."