DumbDumb Launches With Orbit Branded Campaign

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DumbDumb, Will Arnett and Jason Bateman’s new branded content production house, launched its first online video campaign in conjunction with IAC’s Electus yesterday, a series of videos for Orbit gum. The “Dirty Shorts” series of videos, which “highlights unusually dirty situations and how Orbit cleans it up,” will run on a dedicated YouTube page and will be embeddable so it can be spread virally.

The first new short in the campaign, The Prom Date, features both comic actors and was previewed at a launch party last night at IAC headquarters that was attended by a number of celebrities. (Liz reviewed the video earlier today, saying it lacked the LOLs she expected.) In addition to Will Arnett and Jason Bateman, Amy Poehler, Zach Galifianakis and the Mac Guy, among others, were all there to show their support.

The decision to create web video — and branded content at that — might seem peculiar, considering Arnett and Bateman are best known for their TV work, in particular their work on Arrested Development. But the two seem pretty keen on the prospect of the ad dollars that they can make through online video. When asked why the two were working on the web rather than TV, Arnett quipped, “Well, some people don’t even have TVs.”

Interestingly enough, they don’t even see TV as their main competition. “This has never been about competing with broadcast or network TV,” Bateman said. Instead, DumbDumb is looking to go head-to-head with UGC content and the type of stuff found on YouTube. “We’re trying to compete with those guys,” Bateman said.

While the two aren’t expecting TV-type money, they definitely see DumbDumb as a business. But even if it’s not able to generate the same type of revenue that TV pays, the good news, according to Bateman, is that they “still have a day job.”

Related content on GigaOM Pro: Shattering the Fourth Wall To Find Web Audiences (subscription required)

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