Home  › Media › Video
pantene-funnyordie

Pantene, Starbucks Sponsor Video Content With an Edge

  |  May 1, 2012   |  Comments

At NewFront 2012, content producers showcase their work with BMW, Pantene, and other brands.

Video producer Funny or Die worked with Pantene to create a video, "The Weird Science and Big Business of Working Girls in The Breakfast Club," a humorous tribute to the big hair phenomenon of the 1980s. The Pantene-Funny or Die video spoof was tied to the hair care brands's "Back by Popular Demand" campaign where it reportedly brought back previously discontinued products.

BMW attached its brand to a video series from The Daily, a digital publication designed for the iPad, Android, and Facebook. "The Ultimate Test Drive" features the show's hosts - Danny Dumas and Steven Leckart as they demonstrate an odd assortment of vehicles – from a Zamboni to a HydroBob.

And The Onion's A.V. Undercover video music series, which features 25 bands covering 25 songs, scored Starbucks as a sponsor.

Executives from The Onion, The Daily, and Funny or Die took the stage at the Interactive Advertising Bureau's 2012 NewFront program yesterday to show advertisers opportunities in video content - from sponsorships to branded entertainment.

The Onion's Will Graham, executive producer, and Matt McDonagh, national sales director, discussed video series in the works: Pop Smear, a parody of TMZ; The Night Spot, a late-night TV parody, and The Gab, the Onion's answer to The View.

And Funny or Die wants to introduce a live event and video series, LOLapaLOLza, that marries comedy and music. "The idea is to find a comedian who loves a certain band, and a band that has a mutual appreciation for that comedian," said Chris Bruss, VP, branded entertainment at Funny or Die.

The NewFront program also underscored, in some cases, how the lines continue to blur between real-life news and commentary and satire.

For instance, The Onion is best known for its satire. But its A.V. Undercover video music series is a reality program.

Or consider The Daily, which publishes articles, photographs, polls, puzzles, and video, according to Publisher Greg Clayman. Its offerings include video how to's ("3 easy ways to make bread," and demos ("The Ultimate Test drive"). And then there's "Puppet News," a weekly video featuring puppets who (sort of) interview real-life people. In one clip, puppet Lester Lester Jr. complains that a hot dog costs $1.75 at a food truck near Occupy Wall Street. "This is ridiculous. Attica! Attica! Attica!" he chants, referencing a line from protests against authority in the 1970s following the Attica prison riot.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...