Old El Paso, the Mexican-food brand, has advertised during soap operas before (this gem from 1997 aired during Days of Our Lives) but now, thanks to Fjord, the interactive division of Cossette, they made one. Titled Mi Marido, Mi Angel (My Husband, My Angel), it's a Spanish soap-opera parody that mines all the traditional genre jokes. The difference here is that the moms who apparently watch this sort of thing can customize each of the show's three episodes with Facebook Connect. Prepare for a lot of out-of-sequence shirtless hunk montages. Or, if you're Canadian, you can catch the show on CTV, because they actually picked it up. Somehow, I don't think it's as "indistinguishable" from shows like Lost as the agency wants it to be, but whatever. It's also not too much different from the good old days when programs were outright sponsored by one or two companies. They didn't create the show, of course, which is the main difference here, but the concept is as old as the hills. All the same, it's a worthy, if culturally insensitive, bragging point for the brand.
—Posted by David Kiefaber