You will be redirected back to your article in seconds

Chevy vehicles star in Univision telenovela

'El Talisman' bows tonight with mucho product integration

Brands have long flocked to Univision’s telenovelas, eager to get their products in front of Spanish-speaking audiences. But the network is taking product placement to a new, reality-bending level with its latest soap, “El Talisman,” giving Chevrolet’s vehicles a co-starring role.

With the General Motors brand as the lead sponsor of the sudser that bowed Monday, Chevy trucks drive the plot through prominent integrations.

For example, two of the show’s main characters meet inside a 1971 Chevy Cheyenne, nicknamed “La Viejita,” while a 2012 Chevy Silverado bears witness to everything happening at the show’s Talisman ranch. The truck even has its own website where it “shares insights” on the novela, with added scenes the truck has witnessed at the ranch.

Throughout the novela, characters driving in their Chevys will hear love messages and songs dedicated to one another on the radio.

The integration will also unspool online and via mobile at NovelasySeries.com, where “El Talisman” fans will be encouraged to submit their own dedications and love stories. The best love story will be read on air while the characters drive their vehicles, influencing a major decision in one of the character’s stories.

Chevy’s Cruze, Sonic, Volt, Equinox and Suburban are also integrated into the show.

“El Talisman,” produced by Univision Studios with Venevision, revolves around three families who battle for a California ranch. Show stars Blanca Soto (“Eva Luna”), Aaron Diaz (“Teresa”) and Rafael Novoa.

The series other sponsors include Domino’s Pizza, Suave Professionals and T-Mobile USA, which also have their own placements.

Domino’s also will sponsor pre-show teasers to remind viewers to order pizzas before the show begins, while T-Mobile will produce vignettes that depict a woman eager to watch “El Talisman” being interrupted by humorous situations.

Such blatant product placement isn’t unusual in telenovelas, but Univision’s latest deals could give other broadcasters new ideas about how to get advertisers in front of auds in more creative ways.

The brands were especially motivated to back “El Talisman” given that Univision hopes to make it the first sudser to reach English-speaking viewers, through closed captioning subtitles, as a way to broaden viewership of its telenovela block.

Full episodes of “El Talisman” will be available online at NovelasySeries.com and on mobile via the Univision Video App a day after they air, while Univision On Demand will make episodes available the next day.

Chevy was involved early during the show’s development, guaranteeing such high-profile exposure.

“Univision’s original novela productions give marketers like Chevrolet the opportunity to get involved at the development stage making it possible for their product to be an integral part of the story line,” said David Lawenda, president, advertising sales and marketing for Univision Communications.

More TV

  • Joel Kinnaman Mireille Enos Esme Creed

    Amazon's 'Hanna,' New Season of 'False Flag' Lead Strong Berlinale Series Lineup

    Amazon Prime Video’s upcoming high-concept thriller “Hanna” will debut at the 2019 Berlinale Series, with its stars – Esme Creed-Miles, Joel Kinnaman and Mireille Enos – expected in Berlin for its premiere. Netflix also features in the lineup and will debut “Quicksand,” its first Swedish original. A roster of seven shows also includes big-ticket Sky [...]

  • China’s ‘Boonie Bears’ Reach Korea With

    China’s ‘Boonie Bears’ Reach Korea With Animated Series and Movie

    Two seasons of the hit Chinese animation series “Boonie Bears” have been licensed for release in South Korea. The deal was struck by animation studio Fantawild with content distributor Media to Media. The broker has acquired IPTV and VOD rights to “Boonie Bears: Four Seasons” and “Sunsational Summer and Snow Daze,” a total of 104 [...]

  • Mike Royce24th Annual Critics' Choice Awards,

    CBS Orders Comedy Pilot 'Story of Us' From 'One Day at a Time' Co-Creator Mike Royce

    CBS has ordered a pilot for the comedy “The Story of Us” from writer and executive producer Mike Royce. The hybrid comedy tells the story of how an unlikely couple becomes a family through interviews and vignettes spanning 10 years. In addition to Royce, Nick Stoller and Conor Welch will serve as executive producers. Sony [...]

  • 'Schitt's Creek' Stars Reveal Dream Guest

    'Schitt's Creek' Cast Reveals Dream Guest Stars: Oprah, Beyonce and ...

    “Schitt’s Creek” has big dreams. Dan Levy, who stars as David on the series, says his wish list of guest stars includes Oprah, Beyonce, Mariah Carey and Gwyneth Paltrow. “All for different reasons, none of whom we’ll get,” he cracked at the Critics’ Choice Awards. For those who haven’t caught on to the “Schitt’s Creek” [...]

  • Bob Costas Olympics Mike Tirico

    Bob Costas Officially Out at NBC After Nearly 40 Years

    Bob Costas has formally parted ways with NBC after nearly 40 years as a sportscaster for the Peacock. Costas and NBC have been negotiating an exit agreement for months. Word surfaced last summer that he was preparing to end his tenure with the network. Costas confirmed the news in an interview with the New York [...]

  • Happy

    TV Roundup: Syfy Drops First Trailer for Season 2 of 'Happy!'

    In today’s TV News Roundup, Syfy drops the first trailer for the second season of “Happy!” and Imagine Kids & Family sets a partnership with Four M Studios.  FIRST LOOKS Syfy has dropped the first trailer for season two of “Happy!” starring Christopher Meloni and Patton Oswalt. The new season premieres Wednesday, March 27 at 10/9c [...]

More From Our Brands

Access exclusive content