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We will have enough critics about what we make because it will be challenging, provocative and edgy,' he said.

'It's something a lot of young people are getting involved in right now.

It is also trailblazing for brand integration and sponsorship.'Indeed, the show's unashamedly commercial edge has created something of a stir on the internet.

Brand integration – or product placement, as it's more commonly known – has been around for a long time in TV and films but is usually kept low-key.

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