IFC Originals' Comedy Bang! Bang!, comedian Scott Aukerman's off-kilter take on the traditional talk show, is known for its unconventional advertiser partnerships. During its first season, for example, presenting sponsor Volkswagen became part of a self-mocking product placement segment starring Aukerman and musical sidekick Reggie Watts, and in season two, Mr. Watts created a comedy spot for Kayak.com encouraging girls to "get away" that ran during new episodes. Now, IFC is throwing Cheez-Its into the mix during its musical-themed season finale airing tonight.
In the sponsored segment, comedian/actresss Casey Wilson throws down a melodramatic solo "I Snacked a Snack," set to the tune of "I Dreamed a Dream" from Les Miserables, but with way more "Cheezy" lyrics, riffing on the many new flavors of the snack cracker. The skit meshes seamlessly with the theme of tonight's show, Comedy Bang! Bang! The Musical, which airs tonight at 10/9C.
"We knew that the over-the-top all-musical finale of Comedy Bang! Bang! was the perfect place to hammer home their '100% real cheese' messaging in a lighthearted way," said IFC VP-Ad Sales Marketing Kim Granito. Show host and creator Mr. Aukerman and his team developed the creative, but Kellogg's was highly involved throughout. "Cheez-it Crackers came on board early in the production process, so we had plenty of time to develop something highly customized," she said.
As for the network's approach to customizing brand partner messages, Ms. Granito said that "IFC's positioning 'Always On. Slightly Off' and distinct brand of smart comedy creates a blank canvas for brands to live within. We know our audience likes to laugh, and we've become masters at finding the funny in our partner's brands. There's no one-size-fits-all approach to our branded entertainment. Each advertiser has different objectives and we aim to align them with a highly customized comedic voice that's right for them."