Turner Broadcasting Funny Or Die and HTC have developed a short-form comedy sketch featuring James Van Der Beek (Don’t Trust the B in Apartment 23 Varsity Blues) to promote HTC’s new Smartphone the HTC One. The sketch which debuted April 12 will extend through a multi-platform promotion across the Turner portfolio of comedy television networks and digital screens leveraging the power of brands like TBS and Adult Swim along with TeamCoco.com. Additionally the comedy piece integrating the new HTC One marks Funny Or Die’s debut in top movie theaters nationwide through NCM Media Networks through May 23. Filmed on-location in Malibu California Van Der Beek stars in a dating show parody featuring the HTC One and competing bachelor contestants. The Smart Phone Flip Phone Rotary Phone and ‘90s Phone all vie for the heart (and ear) of a beautiful bachelorette. Van Der Beek plays the role of the show’s suave host who occasionally forgets that he’s not part of the consideration set. “Funny or Die is an expert in this space – creating content that makes people laugh that people want to share within their social circles and that brands trust to help make deeper connections with consumers ” said Ed Wise senior vice president Turner Branded Entertainment. “Amplifying creative like this across the range of the Turner portfolio gives HTC the reach and the audiences they are looking for as they launch the HTC One.” “A multi-screen approach has been at the core of our global media strategy for the HTC One and this is the perfect integration to deliver this strategy in a unique and relevant way – through the creation of original entertainment content. We are excited about this first in custom content as a part of our media partnership with Turner and look forward to bringing the hilariously funny video to consumers nationwide – everywhere they go to be entertained ” said Erin McGee vice president of marketing HTC North America. “Movie audiences will love HTC’s Funny Or Die branded comedy piece and we couldn’t be more proud to bring this great content to our big screens ” said Cliff Marks president of sales and marketing with NCM Media Networks. “It perfectly matches the bold and playful execution of the HTC One phone and is the ideal way to top off HTC’s fully-integrated on-screen on-site online and mobile cinema experience.” “We had a great time working with James again and showcasing his incredible comedic talents ” said Chris Bruss vice president of Branded Entertainment for Funny Or Die. “It’s a really funny video that will resonate with the FOD audience – and it’s very exciting for our creative team to see content like this promoted on TV and in movie theatres.” “The One” was directed by Lauren Palmagiano and written by Bryan Safi. In 2012 Turner and Funny Or Die entered into a strategic partnership that gave Turner an equity stake in the comedy brand and established Turner Digital Ad Sales as the exclusive seller of advertising opportunities with Funny Or Die. NCM Media Networks is Funny Or Die’s exclusive cinema partner. OMG was the agency partner on the campaign.
