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.”
Gene Hackman Died Of Heart Disease; Hantavirus Claimed His Wife’s Life About One Week Prior
Actor Gene Hackman died of heart disease a full week after his wife died from hantavirus in their New Mexico hillside home, likely unaware that she was dead because he was in the advanced stages of Alzheimer's disease, authorities revealed Friday. Both deaths were ruled to be from natural causes, chief medical examiner Dr. Heather Jarrell said alongside state fire and health officials at a news conference. "Mr. Hackman showed evidence of advanced Alzheimer's disease," Jarrell said. "He was in a very poor state of health. He had significant heart disease, and I think ultimately that's what resulted in his death." Authorities didn't suspect foul play after the bodies of Hackman, 95, and Betsy Arakawa, 65, were discovered Feb 26. Immediate tests for carbon monoxide poisoning were negative. Investigators found that the last known communication and activity from Arakawa was Feb. 11 when she visited a pharmacy, pet store and grocery before returning to their gated neighborhood that afternoon, Santa Fe County Sheriff Adan Mendoza said Friday. Hackman's pacemaker last showed signs of activity a week later and that he had an abnormal heart rhythm Feb. 18, the day he likely died, Jarrell said. Although there was no reliable way to determine the date and time when both died, all signs point to their deaths coming a week apart, Jarrell said. "It's quite possible he was not aware she was deceased," Jarrell said. Dr. Michael Baden, a former New York City medical examiner, said he believes Hackman was severely impaired due to Alzheimer's disease and unable to deal with his wife's death in the last week of his life. "You are talking about very severe Alzheimer's disease that normal people would be in a nursing home or have a nurse, but she was taking care... Read More