Break Media continues to crank out branded entertainment Web series—this time as part of a partnership with Toyota.
The guy-fixated media company has rolled out Standup Stories, My First Ride—a Web series featuring six standup comics talking about their first cars. The original series features standup footage that was filmed before a live at the Improv comedy club in Hollywood.
My First Ride was produced in conjunction with Break’s in-house Creative Lab team and Toyota’s agency Saatchi & Saatchi. Toyota is using My First Ride to promote its Camry and Corolla models.
The series is being showcased on a standalone channel on Break.com, the company’s flagship brand. While that site is best know for young-male-oriented comedy videos, Break has recently made a major push into the video network space. It recently became the largest video ad network according to comScore.
But Break continues to go after major brand dollars by producing original video series via its studio division. Beside Toyota, the company has created originals for brand along the lines of Castrol GTX and Levis.