NBC, GM Plot Product Integration Deal for Fall Drama

Christian Slater’s split personality in an NBC fall drama will drive two GM cars.

Christian Slater plays a split personality at odds with himself in NBC’s “My Worst Enemy” this fall, but two silent co-stars—General Motors cars driven by his two personas—are yet to be cast.

Those unnamed 2009 GM models are certain to appear in the fall drama as part of a deal that plays a central role in larger cross-platform marketing plans between NBC and GM. Along with the product integration, the deal includes GM buying on-air spots, a presence on NBCU digital platforms and outside promotion activities not yet delineated.

GM says it doesn’t yet know which of its 2009 models will play the roles in “My Worst Enemy.” But one will be a minivan, consistent with one of Slater’s two personalities: a middle-class efficiency expert living the suburban life with a wife, two kids and a dog. His other persona, an agent provocateur trained to kill with his teeth, will undoubtedly drive something a bit racier.

In any case, GM is pleased to snag the parts in the early script development phase.

“The vehicle integration is natural since we’re getting in a little early with the creative,” GM spokesperson Kelly Cusinato said.

The larger strategic partnership between GM and NBC revolves around other primetime and late night shows. The network struck the deal with the automaker during its April “infront” meetings which preceded the annual “upfront” network programming pitches by six weeks.

GM dubs the early involvement in NBC’s creative process “fusion marketing,” a marketing strategy it’s looking to employ in other deals.

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