Ford Taps TBS and DumbDumb for a New Branded Video

/ May 6, 2013

dumbdumb

Funny or Die is not the only digital content producer with access to Turner Broadcasting’s television reach. DumbDumb, a studio formed and led by Jason Bateman and Will Arnett (or as we like to refer to them: Michael Bluth and GOB), has a deal in place with TBS to produce branded digital comedy shorts.

This deal has some similarities to Turner’s pact with Funny or Die. Namely, DumbDumb has a stable of comedic talent that would appear in videos produced for brands, and TBS has a wide array of platforms, from its cable network to its websites and mobile apps, which would be used to promote the shorts.

Earlier today, TBS and DumbDumb, in partnership with Ben Silverman’s multimedia studio Electus, launched a nearly eight-minute branded video for Ford’s all new Fusion sedan.

Red Rover,” as the video is titled, stars Dan O’Brien (“Whitney”) as Greg, a Ford Fusion owner; Alison Becker (“Parks and Recreation”), as Dr. Rebecca Webster; and George Basil (from CollegeHumor) as Dr. Laird Gutman. It’s about a normal guy and some “nerds and freaks” joining forces to save the Mars Rover from a disaster, with the help of the Ford Fusion, of course.

The video will mainly be available on a special page on TBS.com dedicated to the campaign, though it will also be distributed to TBS’ mobile site and YouTube channel.

A shorter version of the, ahem, digital short, will air during TBS’ Saturday telecasts of “The Big Bang Theory” re-runs, as well as during “select prime and weekend movies” on the channel. The video will also receive heavy promotion across the Turner Digital Network, which was a top-10 online video property according to Comscore’s March numbers. This includes prime placement on the TBS.com homepage. All promotional efforts will drive viewers to watch the full short, which is available on the aforementioned custom Red Rover page on TBS.com.

When we wrote about Turner’s deal with Funny or Die, we mentioned how the deal was appealing to brands, as it would place funny, shareable content featuring the brand in front of a comedy-lovers, regardless of if they were watching TBS, Adult Swim, or visiting TBS online. While DumbDumb’s deal with TBS seems to focus strictly on TBS’ online and television properties, that still offers an incredible reach. And it’s not hard to believe that, if appropriate and relevant, a branded spot created by DumbDumb would show up on Adult Swim, or any other Turner property.

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