'America's Funniest Home Videos' Now Available for Brands

Vin Di Bona's Production Company Fishbowl Opens Home-Video Licensing Library

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Don't be surprised if the next commercial you see involves old-fashioned family bloopers shot on a shaky camcorder.

Indie production company Fishbowl Worldwide Media -- which was founded by Bruce Gersh and America's Funniest Home Videos producer Vin Di Bona -- is launching a home-video licensing division that will open up the entire library of the homemade video program to advertisers and brands.

The show, now in its 23rd season, has been collecting the family-friendly footage that 's usable for TV clips for years. There are 200,000-plus clips in the library now.

The new division will offer a suite of services to advertisers and brands, from clip licensing for television spots or digital film to creating user-generated campaigns. The library will also include clips from Fishbowl Media's other properties, like Petsami, a YouTube-based clip-driven program, and ToddlerTale, which compiles videos featuring babies.

For the past few years, the production company has used AHFV clips to create other digital and TV shows. But Lisa Black, who heads up business development at the shop, said this is the first time the library will be opened for self-serve use. Licensing rates start at $200.

The company's consultants have spent a few years categorizing and tagging the clips so brands can do searches based on what they want to find. Fishbowl will also offer what Ms. Black calls "guidance and consulting services" to advertisers to help them find the right video for their need. The clips are classified by emotion ("funny," "cute"), age range ("babies," "seniors,") and location.

Gabe Gordon, managing partner at Reach, said the agency is using it because it gives brands access to content "that has resonated with broadcast audiences."

There have been a slew of campaigns recently that are using home-video style YouTube clips. For example, 72andSunny's latest Chrome work featured a well-known YouTube video of a baby gumming a laptop, while Hostess created a digital campaign for the Olympics using videos of people failing at sports. "The beauty of our service is we've been doing it for 23 years and there's certainly a theme in the marketplace of leveraging real-life moments in campaigns," said Mr. Gersh.

What types of clients might be a good fit for that video of a baby tripping over a dog? Insurance companies, said Ms. Black, "because a lot of our great clips are of fails."

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