Chevrolet Asia sponsors AXN’s 'Cash Cab Asia'

The show is produced by Active TV, which has worked with AXN in the past to produce The Amazing Race Asia. The production company also produced The Amazing Race in Australia and Israel.

The Asian run is a spin-off the original show devised by Adam Wood and was first produced in the UK by Lion Television. Since then, it has been licensed to other markets including Canada, Australia, and the US.  The show will consist of 30 half-hour episodes produced and aired by Sony Pictures Television Networks’ AXN Asia and will be seen in 96 million households with AXN subsciptions across 21 countries.

The show is hosted by Oli Pettigrew, who drives around Singapore in a Chevrolet Epica taxi, quizzing passengers on their general knowledge while driving them to their destinations. The questions increase in difficulty as each journey progresses.

Each correct answer earns the passenger cash. If they keep up the winning streak all the way to their destination they get paid.

During the month-long production run which ended recently, the highest amount earned was US$3,200.

Besides the presence of the Chevrolet Epica in each episode, the car brand’s sponsorship also earns it brand-related questions asked by the host, Chevrolet branding is found in the car's intereior detailing, and the host’s uniform.

Singapore was selected for the show thanks to its multi-racial population, most of whom have a strong command of English.

This is the second time Chevrolet Asia have sponsored an AXN Asia show this year. In February, the launch of the series Blue Bloods, starring Tom Selleck, was promoted by an NYPD motorcade on Singapore’s Orchard Road comprising six Chevrolet Cruze cars.

David Pang, general manager of the Alpine Group, exclusive dealer for Chevrolet Asia, said that AXN suited the brand as it was a “leading entertainment destination”.

“We believe that our collaboration will drive both brands to new heights of excellence.”

“We are grateful to have a partner who understands that the entertainment component, which will be very high in this show, is as critical as ensuring that their brand integration in the show is natural and seamless,” said Jack Lim, vice-president of advertising sale and marketing for Sony Pictures Television Networks, Asia.