For all those brands suffering from “arrested ad development,” actors Will Arnett and Jason Bateman (pictured) are ready to help. The DumbDumb.com duo recently received a “Startup of the Year Award” from Forbes magazine and are now getting the AdWeek cover story treatment courtesy of reporter John Ortved.
One of the benefits of interviewing comedians for a story is that it can lead to some memorable quotes. A few paragraphs down page one, Arnett offers this take on why digital ads are aiming for the funny bone: “Unless you’re making the ASPCA commercial with the sad puppies and the Sarah McLachlan music, it’s very difficult to get people to consume through dramatic advertising.” DumbDumb clients include Wrigley’s, Old Navy, Blackberry, and Denny’s:
YouGov’s BrandIndex reported that Denny’s had an impression-score spike from 6.2 to 25.4 in that demo after DumbDumb’s “Always Open” Web series for the chain began in March. (Overseen by Denny’s agency, Gotham, it features comedian David Koechner interviewing funny types, like Sarah Silverman, at a Denny’s in Hollywood.)
A company that seems to understand the emerging importance of all this is IAC. In addition to backing DumbDumb in partnership with former NBC exec Ben Silverman, the LA firm is also involved with CollegeHumor.com.
[Photo credit: Jeremy Goldberg]