Break.com, Levi's Launch Webisodes for Campaign
The young male-oriented video site Break.com has launched the first of four “mockumentary”-style Webisodes as part of a new branded entertainment program produced in conjunction with Levi’s “Go Forth” campaign.
Each of the four custom video clips highlights a quirky, youth-oriented sporting or leisure event from somewhere in the U.S.—while feigning a dead serious, documentary-style tone. The first mockumentary, which debuted on Tuesday (Aug. 18) at Break.com/levis, showcases an annual six-man volleyball tournament, which takes place at Manhattan Beach, Calif. Before showing a series of real interviews with spectators and attendees, the clip’s narrator describes the event ominously as “the greatest sporting event ever to hit the sunshine-kissed sand.”
Prior to the video, a brief interstitial informs viewers that this series of videos, dubbed “Stories of a New America,” is “brought to you by Levi’s and Break.” Then a small overlay-like banner reading “Go Forth with Levi’s!” is persistent during the two-and-a-half minute mockumentary.
Upcoming Levi’s-branded mockumentaries will highlight similar events, such as The Great American Cardboard Regatta and the 2009 YG Games, which features Chicago-yuppies competing in playground sports like tug-o-war.
Break’s Levi’s work is the latest product of the company’s standalone branded entertainment division Creative Lab, which was formed early this year. Previously, the male-skewing media company has produced original Webisodes for brands such as Dos Equis, Twix and Castrol GTX.
