Set in the ripe-for-comedy world of international espionage, CBC’s new comedy InSecurity is also ripe for brand integration opportunities, according to the network’s director of marketing, Jamie Michaels.

‘It’s a series we’re really excited about and given the nature of the content — it’s sort of a spy parody — it does lend itself very well to branded integration, particularly with technology companies, automotive, gadgets, telecommunications,’ Michaels explains. ‘There’s lots of opportunity to feature technology because they are out solving crimes.’

The series is set in a fictional security agency (à la CSIS) that tries to keep Canada safe while dealing with the realities of government budgets and red tape. The ensemble cast includes Natalie Lisinska (Chloe) and Rémy Girard (Les Boys). Insecurity shoots this summer in Saskatchewan and is tentatively slated for a winter broadcast.

‘We’re still relatively early in the scriptwriting process,’ adds Robin Neufeld, senior manager of brand development, ‘so we’re open to considering all product categories, but those are some of the ones that jump out at us as a very natural fit.’

CBC is seeking integration opportunities for nine shows in its ‘arts and entertainment’ portfolio. Another, Men with Brooms, is the Paul Gross-produced half-hour show tentatively slated for fall that is based on the movie of the same title.

Returning shows still looking to pair with brands include Being Erica, Heartland, Republic of Doyle, 18 to Life, Little Mosque on the Prairie and The Ron James Show.

From Media in Canada