Defy Media has brought back comedian-thesp Rob Riggle as the spokesguy for its second annual “Gentleman Up” programming event, which in part benefits Career Gear, a not-for-profit organization that helps men who are re-entering the workforce.
As part of the campaign, Defy’s Made Man lifestyle destination will run several original video series. The content is aimed at encouraging users to suit up for “Formal Friday” on Oct. 9: For every dressed-up photo tagged with #FormalFriday on social media, Defy will donate $1 to Career Gear.
“While last year we encouraged men to get off the couch and man up in the home, this year we’re taking it to the office,” said Riggle, whose credits include “21 Jump Street” and “The Hangover.” “No more passing out in the break room after crushing two Chipotle burritos at lunch.”
Highlights of Defy’s “Gentleman Up” programming:
- “Gentleman Up” PSA: Riggle schools men on how to act like a professional – and not a “jerk hole” – in the workplace.
- “De-Evolution of Man”: Comedian Tom Lennon (CBS’s “Odd Couple”) tackles man buns, vaping and “ghosting” in this returning series.
- “A-List Advice”: Interviews about how to be a gentleman with Stephen Colbert, Neil Patrick Harris, Andy Samberg, Wesley Snipes, January Jones, Trevor Noah, Rob Lowe, Ken Jeong and more.
- “Mantervention”: Hosted by Gavin McInnes (co-founder of Vice Media, “How to be a Man”), the “tough love” series premieres Oct. 23. In the show, McInnes attempts to save unwitting guys from their worst habits and bad ideas, including an attorney who left his day job pursue his lifelong dream of being in a band — only to join six bands, none of which are successful.
Defy Media is promoting the campaign across mutliple brands, including Smosh, Screen Junkies and Clevver as well as through partners’ social channels. Dodge returns as the official brand partner of “Gentleman Up” and sponsor of “Mantervention.”
“We’re thrilled to have Rob Riggle and Tom Lennon back on board adding their comedic genius to this important cause as we build on what we started last October and continue our efforts to get men back into the workforce through our partnership with Career Gear,” said Barry Blumberg, Defy’s chief content officer.