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.