Amalgamated Brands Programming Block for Fuse

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Fuse "Umbrella"
In its latest project for irreverent music channel Fuse, New York agency Amalgamated has branded a regular block of afternoon programming called the A.S.S., or "After School Special."

"They had this programming block, and they wanted something to create excitement and keep people there for the whole three hours," says Amalgamted creative director Jason Gaboriau. "That's how we came up with the After School Special idea and the A.S.S. just kind of flowed out of that."

Both the acronym and the executions feature the "dumb-ass cool" aesthetic that the channel has embraced in recent campaigns mocking MTV, Apple and even the "Girls Gone Wild" franchise. The block is being promoted -- in spots of all lengths directed by the HKM team Jacobs/Briere -- by a motley group of hosts known as the "A.S.S. Keteers," who sing songs, perform skits and offer absurd advice throughout the block. All of it, meanwhile, is wrapped in a retro graphics look -- created by Amalgamated designer Winnie Tsang -- that is mirrored in print and outdoor ads for the block.

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