Reality TV, the local television news, song lyrics or the lack thereof, mean-spiritedness that passes for acerbic wit–the list goes on and on of those factors that both spur on and/or are symptomatic of a dumbed down society.
But true to the grammatical and mathematical proposition that two negatives can make a positive, there’s something quite smart about DumbDumb, the digital content and production studio led by comedic actors/writers Jason Bateman and Will Arnett. The shop creates and produces brand-inspired entertainment that reaches audiences across social, digital and traditional media. Earlier this year, DumbDumb’s Dirty Shorts—The Prom Date for Orbit chewing gum won a Gold Pencil at the One Club’s One Show Entertainment Awards. And in this week’s lead story, SHOOT connected with Arnett to get his take on the branded content landscape as well as DumbDumb’s web celeb talk show, Always Open, for Denny’s.
While branded entertainment has become a buzz phrase that can occasionally ring hollow, cited in order to seem contemporary, Always Open has a strategic underpinning that dovetails nicely with Denny’s branding objectives. And it’s not so much Arnett’s comments–which are worth checking out for their big-picture perspective–but rather those of Marty Orzio, chief creative officer of Gotham, agency for Denny’s, which underscore the value of content that connects for a reason.
Orzio observed that Always Open–hosted by comedian/improv performer David Koechner and featuring such guests as Bateman, Arnett, Sarah Silverman, Will Forte, Amy Poehler and Kristen Bell–represents the perfect branding message for his client whose slogan is “America’s diner is always open.” The talk show is a one-on-one chat between Koechner and his guest over a meal in a Denny’s booth.
“The word ‘open’ was a way for us to give consumers something they already knew about Denny’s [open 24/7],” said Orzio. “But this series gave us something to build upon. We could turn the word ‘open’ to mean much more–‘openness.’ Being at a diner, sitting in a booth and shooting the shit with somebody–it’s comfortable.”
Furthermore, Always Open potentially opens up a new audience for Denny’s which has a strong standing with an older demographic but, related Orzio, “doesn’t have a following with younger people the way it should. This series appeals to a younger audience. We’re early on in the process but the preliminary results are encouraging. The show is being passed around, there’s a lot of activity with people between the ages of 18 and 34. The first episode with Jason Bateman has gotten 800,000 hits so far.”
Arnett related, “When we set up DumbDumb, we were open to trying anything–sketches, web series, all forms of content. We wanted to engage with people who were funny, and let brands come over to see if a marriage made sense. It can be a win-win for everybody. Gotham and Denny’s had a playbook with a lot of room for new ideas. We didn’t want to hit people over the head with the brand. But having a conversation at a Denny’s booth was a natural choice. We’re all struggling to find the place where art and commerce can live on the Internet. This show does that.”
Trump Asks Supreme Court To Delay TikTok Ban
President-elect Donald Trump asked the Supreme Court on Friday to pause the potential TikTok ban from going into effect until his administration can pursue a "political resolution" to the issue.
The request came as TikTok and the Biden administration filed opposing briefs to the court, in which the company argued the court should strike down a law that could ban the platform by Jan. 19 while the government emphasized its position that the statute is needed to eliminate a national security risk.
"President Trump takes no position on the underlying merits of this dispute. Instead, he respectfully requests that the Court consider staying the Act's deadline for divestment of January 19, 2025, while it considers the merits of this case," said Trump's amicus brief, which supported neither party in the case and was written by D. John Sauer, Trump's choice for solicitor general.
The argument submitted to the court is the latest example of Trump inserting himself in national issues before he takes office. The Republican president-elect has already begun negotiating with other countries over his plans to impose tariffs, and he intervened earlier this month in a plan to fund the federal government, calling for a bipartisan plan to be rejected and sending Republicans back to the negotiating table.
He has been holding meetings with foreign leaders and business officials at his Mar-a-Lago club in Florida while he assembles his administration, including a meeting last week with TikTok CEO Shou Chew.
Trump has reversed his position on the popular app, having tried to ban it during his first term in office over national security concerns. He joined the TikTok during his 2024 presidential campaign and his team used it to connect with younger... Read More