Since Electus and DumbDumb’s successful launch of the “Always Open” web series for Denny’s restaurant chain, the hilarious videos have seen a spike in viewers and plenty of positive feedback. A recent article from SHOOT Online discussed how Electus is an example of how the industry can explore and employ various possibilities for connecting brands.
The publication talked to one of the recent stars from the web series, funnyman Will Arnett, about the link between brands and entertainment, and the possibility of eventually creating a motion picture.
"Absolutely the potential is there for that kind of feature-length project,” he said. “That’s the direction it’s going in. For years, brands have participated in this town, in movies, in television. They’ve put dollars into budgets, served as partners. We’re all figuring out more and more how to do this and it might increasingly cut out the middle man. If you can talk to a brand directly and gain an understanding of what they’re trying to do, who they’re trying to reach, you can develop the appropriate content. We’ll try to address this, going to a brand and saying, ‘We think this piece of content will reach the audience you’re trying to reach.’”
The web series focuses on the conversations between host David Koechner and an actor—usually a comedian like Arnett or Sarah Silverman—have over pancakes in a Denny’s booth. Each video is three minutes long and can be viewed on Denny’s YouTube channel.
