Network Ten is in talks with Fox about using The Simpsons in branded content advertising spots for clients.
The potential deal would beef up its Generate division's offering in the branded content space, and allow advertisers to leverage the popular franchise.
Ten is moving more towards branded content deals leveraging programs that air on the network, as it hopes to tap into what it claims is a $200 million branded content market.
Melissa Fein told AdNews that the potential deal could result in Simpsons themed work, similar to the recent Toyota work fronted by Modern Family's Ty Burrell, created by Generate.
The Kluger spots featured Modern Family dad Phil Dunphy extolling the virtues of the Kluger as part of Toyota's "Great Place to Raise a Family" campaign.
Fein told AdNews the Modern Family spot had piqued the curiosity of advertisers.
“It's definitely been very successful for us in terms of the Facebook talkability and other areas, and we've had a lot of enquiries from clients asking us how to get into that space,” she said.
“It goes back to leveraging talent to drive the content instead of just a straight ad. It's about using your talent as an asset. It's a very exciting area for us.”
Fein said Ten was in talks with a number of other shows about using its talent for branded content opportunities, singling out discussions with Fox to use characters from The Simpsons in similar spots.
Ten recently signed a deal with with branded content players Context Media to boost its offering to advertisers. Ten is expected to unveil more details at its upfront event later this month
In other news:
Marge Simpson the face of MAC makeup
Content the redeemer for Foxtel
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at jamesmcgrath@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.