Comedy Central Latin America Launches Its First Online And Social Media Campaign

Aug 15, 2012
By ViacomCBS Staff

Starting Tuesday, August 14, Comedy Central (comedycentral.la / comedycentral.com.br) unveils its first 100% online and social media campaign. Created by Wieden + Kennedy Sao Paulo, the concept of "Continente Comedia" (#continentecomedia) aims to show how humor is celebrated in Latin America. The campaign features a spot produced exclusively for the Internet, stand-up comedians talking about Twitter's Trending Topics and a Facebook application.

The campaign can be followed on Twitter via hashtags #CONTINENTECOMEDIA and #BRASILCOMEDIA. Supporting these hashtags, Comedy Central Latin America will produce a series of videos in which Latin American comedians will comment on Twitter's weekly Trending Topics.

Video monologues from local comedians in Mexico, Chile, Brazil and Argentina will be uploaded weekly for eight weeks on comedycentral.com.br and comedycentral.la. Comedians include Gonzalo Curiel for Mexico (@goncuriel), Fernando Sanjiao for Argentina (@cuestiondefer) for Brazil Murilo Gun (@MuriloGun) and Fabrizio Copano for Chile (@fabriziocopano).

"The objective of VIMN The Americas is to create relevant brands and content for our audience and Comedy Central is the perfect example of this," said Sofia Ioannou, Managing Director Viacom International Media Networks (VIMN) The Americas. "The channel reinforces our strategy of maintaining an ongoing dialogue with its viewers by offering a multi-platform entertainment and comedy brand for youth and adults," she added.

The Facebook app, APODATOR — similar to Comedy Central's Roast, in which a special Roastee is hand-picked to sit on the hot seat with good-natured ribbing from colleagues and comics - will allow users to poke fun at their friends and post on their Facebook wall.

"Following the great acceptance that Comedy Central has in the region, the channel, with this campaign, aims to establish a dialogue with its audience via online and social media networks," commented Sean Saylor, Vice President of Creative Viacom International Media Networks (VIMN) The Americas. "We have a created an attractive, amusing and sarcastic campaign that includes a spot that will go viral with the support of different actions."

Comedy Central wants to show the public that humor is everywhere in Latin America, and that Latinos make fun of everyday situations. To watch the spot "Siesta" go to: comedycentral.la/mundialdesiesta (LatAm) and comedycentral.com.br/mundialdesiesta (Brasil).

Created by Hungry Man and directed by Bryan Buckley, the "King of the Super Bowl" according to The New York Times, the spot "Siesta" satirizes the habit of napping in the afternoon. The film narrates the adventures of the participants of the "World Nap Championship", where they have to prove they are actually sleeping and not pretending to in order to win the prize. The project seems to have affected the scene director, who said: "Even though I was in London during the Olympic Games, I was not able to attend any event since I was dumbfounded with the taping of 'Siesta.' I said to myself, 'What could be more interesting than this?'"

"The proposal is simple: make people laugh and remind the audience that the channel's programming is 100% comedy," said Guillermo Vega, Creative Director at Wieden + Kennedy Sao Paulo.

Comedy Central Latin America was launched in February 2012. Its programming is 100% dedicated to comedy. Some of the programs the channel offers are: Rob!, South Park, Ugly Americans, Happily Divorced, Mr. Sunshine, Married with Children, Dharma & Greg, Two Guys and a Girl, amongst others. Additionally, the channel includes animations, movies, TV series and Stand-Up Comedy, a genre that has increased its popularity year by year in the region.

CREDITS

Title: Siesta
Media: Television and the Internet
Client: Comedy Central Latin America
Product: Institutional
Creative Directors: Icaro Doria and Guillermo Vega
Publisher: Hernan Rebalderia
Art Director: Santiago Dulce
RTVC: Endy Hedman
Vice President Creative Comedy Central: Sean Saylor
Creative Director Comedy Central: Hernan Damilano
Contact: Paula Obata
Planning: James Pereira
Producer / Film: Hungry Man
Stage Director: Bryan Buckley
Dir of Photography: Scott Henriksen
Editing: Carlos Arias (Rock Paper Scissors)
Executive Producer: Dan Duffy, Mino Jarjoura
Post Production: The Mill
Music: Beacon Street Studios

Viacom International Media Networks The Americas, a unit of Viacom Inc. (NASDAQ: VIA, VIAB), owns and operates the company's portfolio of entertainment brands, which include MTV, VH1, Nickelodeon and their respective properties in Spanish speaking Latin America as well as Viacom Networks Brazil. Additionally, the portfolio includes Tr3s: MTV, Musica y Mas in the US, which targets a broad US Hispanic audience, and MTV Networks International's programming partnerships in Canada with Corus Entertainment for Nickelodeon and CTV Globe Media for MTV, Comedy Central and Vh1. The company's emerging multiplatform businesses include MTVNHD and Red Viacom in Latin America as well as VH1HD in Brazil. MTV Networks Latin America, US Hispanic and Canada also serve the growing number of digitally connected consumers via its websites: mtvla.com, mundonick.com, comedycentral.la, comedycentral.com.br, vh1la.com, vh1brasil.com.br, tr3s.com, mtv.ca and nickcanada.com as well as through its broadband and community sites: mtvrevolution.com, mundonick.com/nickturbo, , mtvmusica.com, neopets.com and mtvdemo.com.