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Network Gets Funny With Dodge

Apr 17, 2006  •  Post A Comment

Comedy Central is shooting original programming that takes a humorous look at the new Dodge Caliber as part of a multiplatform ad package that will launch next week.

The interstitial material will run as vignettes during the network’s “Friday Night Stand-Up,” hosted by comedian Greg Giraldo, and will highlight features of the car that might appeal to the channel’s young audience, such as fold-down speakers.

“We’ll do it in a comedic manner,” said Jeff Lucas, senior VP of ad sales for Comedy Central. “We don’t make fun of the car; we promote the car.”

Once the segments run on the cable channel, they’ll appear on the network’s MotherLoad broadband service and on a special online micro-site being created for the Caliber. The material will also be sent to the Comedy Central mobile network. The segments are in addition to more traditional ads on the channel, the Comedy Central Web site and MotherLoad.

“We’ve done content before, but never to this extent,” Mr. Lucas said. The content was created based on the brand’s strategic needs and points the advertiser wants to get across. “It’s not product placement. It’s total brand integration that shows off its attributes in the best light,” he said.

Mr. Lucas declined to say how much the automaker is paying for the package. A Chrysler spokesperson did not return calls.