Brands are forming a bromance with Break Media.
Toyota has become the latest brand to pair up with the entertainment dotcom to produce “Standup Stories,” a Web series that the automaker will use to promote its Corolla sedan.
The carmaker specifically turned to Break to target the site’s mostly male demographic — 70% of its audience is 18- to 34-year-old men, who log in to view videos (34 million videos were watched on Break in July, according to comScore). Break’s network of sites is visited by around 110 million men each month.
Toyota’s current Corolla campaign has focused on attracting women, especially with its series of “auto-biography” profiles on its Facebook page and heart-warming TV spots (one revolves around a bakery owner who gets weepy when given a free Corolla) and other efforts that stress the company’s focus on safety.
“We wanted to create something that appealed to men and felt that comedy was the way to do that,” said Kim Kyaw, Senior Media Strategist for Toyota.
Working with Toyota’s ad agency, Saatchi & Saatchi LA, the Break Creative Lab came up with the “Standup Stories” concept, in which six comedians tell jokes around the theme “My First Ride.”
The roughly five-minute sets, which were filmed at Hollywood’s Improv, will play on Break’s site, with Toyota advertising its Corolla around the video.
Web series was helmed by Rocco Urbisci, who previously directed standup specials for George Carlin, Rodney Dangerfield, Whoopi Goldberg and Jamie Foxx. Comics Sebastian Maniscalco, Dean Edwards, Ian Bagg, Daryl Wright, and the team of Carlie and Doni made up the roster.
Break’s Jonathan Small, senior VP of the Creative Lab and editorial, said the “Standup Stories” idea could be adapted for other marketers, with comedians presenting sets based on other themes, since Break owns the overall concept.
Toyota had previously paired with Break on the automaker’s “Swagger Wagon” musicvideo, helmed by Jodi Hill (“Observe and Report”), to promote the new Sienna minivan to men.
Break has also created the Web series “The Bro Show” for Coca-Cola’s NOS energy drink and “AT&T’s “Life Without Mobile,” and it’s now producing a slate of 3D programming, including a branded effort with computermaker Alienware, owned by Dell, that launched around Comic-Con.