White knight

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.
Click on the attached site for a full explanation of the Ajax White Knight. Its stronger than dirt!
www.tvacres.com/ admascots_ajaxknight.htm