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White knight

Posted by Ilya on April 22, 2004

Hello! Could you help me with the sentence
"They picked two of the most successful commercials now on the air. One is Action bleach by the Bates agency and the other is the white knight by Norman, Craig&Kummel".
As I realise, "Action bleach" is the title (not sure) of the first commercial, then "white knight" - is the title of the second. Am I right?
I looked definitions of white knight in different dictionaries, but I don't know to what author refers in this particular case.