Where Branded Content Reigns

Ovation Teams With Fiat for Sun King Series, Becoming the Latest Network to Embrace ‘contextual’ Ad Trend. 

- T.L.Stanley

There’s a sexy, lavish new series coming to cable TV, set in the 17th century, that brings a distinctly modern style to the story of King Louis XIV and his royal court outside Paris.

But as contemporary as Versailles may be, don’t expect the Sun King to hop behind the wheel of a Fiat, though the brand is the exclusive auto partner for the 10-episode show airing on the Ovation network.

The partnership between period piece and marketer is playing out in branded content and behind-the scenes vignettes that weave together the attributes of both, with nary an in-show product placement.

It’s part of a trend on television where fantasy, sci-fi, period, animation and unscripted series are increasingly creating what might on the surface seem to be unlikely pairings with brands.

For Versailles, which centers on the 28-year-old French ruler and his impossibly beautiful courtiers, there’s a focus on design, art and fashion, along with the obligatory palace intrigue, backstabbing and bed-hopping. (Think The Tudors with less gore.)

“Even though it’s a period piece, there’s nothing stodgy about it,” said Liz Janneman, Ovation’s evp, network strategy. “It’s a fashion-forward modern classic with a twist for a cultured audience.”