June 13th, 2012
Getting Out of a Rut With Help From Schick
By ANDREW ADAM NEWMAN
The New York Times
WITH branded content, videos that emphasize entertainment over a marketing message, products usually are featured but not sold overtly.
For example, BMW Films, a branded-content touchstone produced by the automaker beginning in 2001 mostly for online viewing, featured stars like Clive Owen in short films driving BMWs, but contained no sales pitches for the car. Likewise, a current online series by Denny’s, “Always Open,” features the comedian Dave Kochner interviewing other comedians while sitting in a booth at Denny’s, but the only direct reference to the chain is when its slogan appears at the end of episodes.
Now a new reality series, “Clean Break,” by the Schick Hydro razor, is taking the unusual step of neither mentioning nor showing the razor. The series, which will appear in six weekly episodes beginning Wednesday on Fuel TV, as well as online, refers to the brand only with occasional “Presented by Schick Hydro” messages.