Dive Brief:

• The Finnish sitcom "Buy This" is set in an ad agency, but the fictional agency works with real brands to develop ads. 
• The ads—for brands like Nissan, global retailer Lidl, and telecom brand Sonera—are created within the show and then run as real ads outside of the program. 
• The idea is a partnership between agency TBWA Helsinki and FremantleMedia, producer of "American Idol," "Family Feud," and "America's Got Talent."

Dive Insight: 

Brands are continuously looking for ways to develop unique and bold advertising. The fake-turned-real ads are the ultimate in product placement— in a way that transcends the sitcom. "It's a win-win," said Juha-Matti Raunio, VP of TBWA Helsinki's innovation unit. "The broadcaster gets a good show; the brand gets good content."