Scripps owned KNXV in Phoenix sent us a press release that says that the station is looking for “Nick’s Heroes.”

The Nick is morning Anchor Nick Ciletti and he is putting together a segment on some local heroes and giving them some well deserved recognition.

It all sounds good, until you read the press release.

When you start using sound bites from the local car dealer and make the story as much about Toyota as you do about the “heroes” it rings hollow with us.

I know TV stations are looking for more ways to get advertisers involved in the product, but this seems like a complete sellout to us.

Also, if I see Nick Ciletti pull up to the station in a new Toyota, I really have to wonder.