Sundance Channel inks branded deal with Geico, Hyundai

The U.S. cable network has launched a series of vignettes called "In The Room" (pictured) and "One on One with the Writers," tying the insurance and automotive brands to the network's recently launched talk show The Writers' Room.
July 30, 2013

U.S. cable network Sundance Channel has partnered with Geico and Hyundai to produce branded content tied to unscripted talk show The Writers’ Room.

The series, which premiered on Monday (July 29), is produced in partnership with Entertainment Weekly and features round-table discussions with the writers and creatives behind television shows such as Breaking Bad, Dexter, Parks and Recreation and Game of Thrones.

“In The Room” (pictured above) is a series of vignettes that follows the creative teams at Virginia-based The Martin Agency as they work on the insurance brand’s commercials, while Hyundai’s “One on One with the Writers” is a series of extended conversations with writers from Parks and Recreation, Breaking Bad and Dexter that offer viewers a deeper look at the life of a TV writer.

“The longevity and success of the campaign relies on our ability to surprise people, to keep the work fresh and continually bring our audience something new and entertaining,” said Kate Monaghan, director of national broadcast at Horizon Media, Geico’s media agency.

Both vignettes began airing during The Writer’s Room premiere on July 29.

About The Author
Managing editor with realscreen publication, an international print and online magazine that covers the non-fiction film and television industries. Darah is an award-winning journalist who has spent over two decades covering a wide range of issues from real estate and urban development to immigration, politics and human rights, primarily with The Vancouver Sun. Prior to joining realscreen, she was editor of Stream Daily, realscreen's sister publication covering the dynamic global digital video industry. She also served a stint as a war reporter in Afghanistan for television and print, and was a national business blogger with Yahoo Canada.