Two DumbDumbs Team Up for Branded Shorts
Going through “Arrested Development” withdrawal? Don’t fret—comedians Jason Batman and Will Arnett (fondly remembered by most as rival brothers Michael and Gob Bluth) have joined forces on an online, sponsor-driven production company. Dubbing their creation DumbDumb Productions, the duo will develop and star in commercials and digital shorts for businesses looking to effectively brand online. As a web trend indicator, this hits home—if successful, DumbDumb will completely bridge the gap between the mainstream commercial and the kind of low-tech/low-fi creations showcased on indie sites like FunnyorDie.com.
Exactly How Smart is DumbDumb?
As a more lucrative take on viral marketing, DumbDumb’s approach taps into the right medium at the right time. Looking to learn from their example? Here are some of the ways in which DumbDumb has defied its nomenclature:
- Smart Business Partnerships: While Bateman and Arnett will write and star in each 3-5 minute spot, packaging and distribution responsibilities will be laid on partner (and Hollywood producer) Ben Silverman and his Electus studio staff. Additionally, experts from CollegeHumor.com (an already established and hugely popular viral comedy site) will be consulted on the development of specific projects.
- Keeping the Message Balanced: DumbDumb reps have repeatedly denounced pandering, comparing their creative process to that of an improv troupe asking the audience for a kick-off word. As posted in a NY Times interview about DumbDumb productions joining the digital advertising world, Bateman himself claims, “I’m not a seller; I’m not an advertiser. We don’t claim to do that. We’re just looking to make cool pieces of entertainment and arbitrarily make that subject matter a brand’s message.”
- Choosing Content Targets Wisely: In order to guarantee fruitful partnerships and the successful integration of a given product, DumbDumb is selecting its first clients based on previous demonstrations of comedic advertising– as in the below.
Get a Taste
This past month, Bateman and Arnett screened their first web spot at a New York shindig held during the city’s Internet Week festival. The subject matter in question? Orbit Gum, a product with a long-standing reputation for comedic branding. Take a look at the spot below and judge for yourself—success or no?
DumbDumb is expected to generate more deals with more clients in the next month and a half—keep an eye on the DumbDumb web site for upcoming shorts.
So besides the entertainment value, this comic enterprise teaches us entertainment and branding can be intertwined for memorable, viral storytelling. While it is a natural fit, these viral shorts are a risk because they’re a departure from the norm. But this campaign teaches us that risk can have big pay-offs. The first two DumbDumb videos for Orbit have attracted close to 300,000 views? in less than a month on the Orbit YouTube channel alone.
What? You haven’t see the second video -The Dancer- yet? Happy viewing.
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