Monday, October 09, 2006


World-first opportunity for a company to embed itself at the centre of a stand-up comedy routine to be posted on YouTube.
Cummins & Partners Melbourne copywriter and stand-up comedian Jason Rose has launched a website – – that offers a unique opportunity for a company to promote itself on YouTube. The site will auction off the chance for a business to place itself at the centre of a stand-up comedy routine that Jason Rose will perform and record at a live comedy venue and then post on the video-sharing site.
In recent times, numerous companies have begun exploring how to take advantage of the more than 70 million video clips that are viewed on YouTube every day. However, as big businesses, they have all struggled to engage with YouTube’s users who visit the site because its content is the very antithesis of big business. is perhaps the first YouTube advertising model that recognises this.
Says Rose: “Brands all around the world are grappling with how to turn YouTube into a viable advertising medium without destroying why it’s so popular – because it is genuinely user-generated. The Massive Joke harnesses the commercial potential of YouTube while staying true to the home-made, unfiltered and totally random nature of YouTube’s soul.
“This is definitely only for a brave brand. It’s for a brand that wants to get famous by being on the cutting-edge of the global phenomenon that is YouTube while also showing it has the balls to genuinely embrace consumer-generated content,” he says.
Prior to working in advertising, Rose was the head comedy writer for a top-rating Melbourne breakfast radio show. He has performed hundreds of stand-up comedy gigs around Australia, including two shows at The Melbourne International Comedy Festival, and has also performed live on both radio and television.
Bidding on commences on October 9 for 10 days.


Anonymous Anonymous said...

It'll be interesting to see how this will work out. It's one thing to make a video and put it on youtube, but how popular will it actually be? I suspect not very, if the audience smells an ad.

5:09 PM  
Anonymous Anonymous said...

A guy working in Cummins creative department. Now that's funny!

10:55 AM  

Post a Comment

<< Home