Advertisements for Wrigley's Orbit gum have occurred for years, but the brand seems particularly ubiquitous of late. Orbit was integrated into some borderline painful spots that involved the talent during the MTV Movie Awards, a show which Orbit co-sponsored.
And now the gum has aligned with DumbDumb, the production company from Jason Bateman and PMK*BNC client, Will Arnett, to present Dirty Shorts, a collection of sketches sponsored by Orbit that also include tongue and cheek brand integration. The two actors first joined forces several years ago on FOX's Arrested Development, a show that is regarded as one of the finest comedies of all-time. The Orbit-DumbDumb relationship is via Electus, the branded content studio run by Ben Silverman, who most recently had a somewhat disastrous run as co-chairman of NBC Entertainment.
It can be debated whether the humor works, as well as the effectiveness of the brand's message in the first short, The Prom Date, which was unveiled last week. Reader comments from a piece about the sketch in Advertising Age do not scream praise, but it is refreshing to see a brand be completely at peace with being in on the joke.
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