Gillette produced the ultimate in branded content by creating the first ever Prime Time TV series (7 episodes, 4 hours of original programming) based on its own brand asset: The Gillette Young Guns. These 6 young drivers of NASCAR taught 12 celebrities of sports and entertainment to race, garnering better ratings than "Desperate Housewives." Gillette’s brand values of performance, confidence and success were central to the show making it impossible to separate the brand from the content. In a Tivo/DVR world, guys found the show and connected more with the brand, resulting in stronger equity scores for Gillette.