January 18, 2011, 2:45 pm
Sponsorship of This Series Is No 'Drag'
By STUART ELLIOTT

http://mediadecoder.blogs.nytimes.com/2011/01/18/sponsorship-of-this-series-is-no-drag/

As the television audience continues to fragment, more cable channels are being created. Or is it that as more cable channels are introduced, the viewing audience continues to fragment? Either way, it is a trend that Madison Avenue is taking part in more frequently.

Advertisers are increasingly sponsoring custom content for shows on individual cable channels, most often commercials  created especially for various series.

[...]

Logo is creating six commercials for Absolut, featuring contestants from the second season of "RuPaul's Drag Race" in their full drag regalia.

Each drag performer, among them Pandora Boxx, Raven and Jujubee, will be dressed in tribute to a mixed drink made with Absolut. Pandora Boxx, for instance, is dressed like a Bloody Mary, complete with celery stalk.