Sunday’s new episode of Family Guy, titled “Send in Stewie, Please,” will air with no commercial breaks.
Instead, a 60-second God of War promo, dubbed “Arrow,” will air before and after the episode, Adweek reports. As such, PlayStation will serve as the only sponsor for the episode, which will air without a single ad interruption for the very first time.
Additionally, prior to the promo airing before the episode, the network will air 10-second co-branded bumper that also features PlayStation.
God of War launches for PlayStation 4 on April 20. PlayStation marketing VP Asad Qizilbash said the company views this as a great opportunity to promote the game within its “critical” six-week launch window, as there appears to be a significant overlap between action game fans and Family Guy viewers.