Will Arnett and Jason Bateman, the comedians, will be introducing their first videos that were created in concert with brands.
The comedians announced DumbDumb, a sponsor-driven advertising and production company, which is supported by IAC and controlled by Barry Diller, and creating web videos on behalf of paid sponsors.
From Mediadecoder.blogs.nytimes.com:
What is that, exactly? It is a company, backed by IAC, controlled by Barry Diller, that is creating Web videos on behalf of paid sponsors, the first one being Orbit gum. Mr. Arnett and Mr. Bateman screened the first video at a party for their production company in New York on Thursday, held during the city’s Internet Week festival.
In an interview on Thursday, Mr. Bateman, known for his turns in “Arrested Development” and films like “Up in the Air,” said he and Mr. Arnett had wanted to work on so-called digital shorts with fellow actors and friends. The actors Jeffrey Tambor, Rachel Harris and Aubrey Plaza, among others, will appear in the company’s videos.
“I’m not a seller; I’m not an advertiser. We don’t claim to do that,”Mr. Bateman said. “We’re just looking to make cool pieces of entertainment and just arbitrarily make that subject matter a brand’s message.”
Bateman said DumbDumb will soon be announcing other deals with brands.
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