More Olds from Break, Fox

When it comes to movie spoofs, old people are always funnier.
That’s what Break Media learned last year when it produced a number of original Web videos for Fox Home Entertainment aimed at promoting its library of movies. The campaign, dubbed Don’t Mess with the Original, showcased clever send-ups of There’s Something About Mary and Office Space. But it was Fight Club at Nursing Home that took off among viewers.
“That clip went really viral,” said Jonathan Small, Break’s svp, editorial & programming.”We treated it like a legitimate piece of content, actually put in on our home page. We don’t always do that. But this wasn’t just a branded entertainment video. It could have been something that an Internet comedy troupe put on.”
That’s probably the ultimate fantasy for a marketer in this era of brands trying to find their way as publishers: producing a piece of content that is actually good enough to live on its own — and maybe even travels organically.
Thus, Fox is back on board with a slew of senior-citizen-starring spoofs, including Rocky, which goes live on Tuesday and the kidnapping thriller Taken, which goes live on June 7. Both clips showcase guy-themed favorites — just in time for Father’s Day (June 19) gift giving. And both star the same cast of geriatrics from last year’s Fight Club.
As the partnership expands, Fox and Break are discussing building out a destination channel for the growing collection of movie spoofs.
“This is part of a larger trend we are seeing,” said Small. “Brands are looking to do viral campaigns around holidays.” Recent examples of holiday-timed viral video include eBay’s campaign with Funny or Die last Christmas and Muscle Milk’s sexy pilgrim clip during Thanksgiving. “Advertisers have wisened up to the fact that people are looking to share this type of thing around holiday seasons so they are planning for it.”
https://digiday.com/?p=4706

More in Media

From sidelines to spotlight: Esports events are putting creators center stage

Esports events’ embrace of content creators reflects advertisers’ changing priorities across both gaming and the wider culture. In the past, marketers viewed esports as one of the best ways to reach gamers. In 2025, brands are instead prioritizing creators in their outreach to audiences across demographics and interest areas, including gaming.

Condé Nast and Hearst strike Amazon AI licensing deals for Rufus

Condé Nast and Hearst have joined the New York Times in signing a licensing deal with Amazon for its AI-powered shopping assistant Rufus.

Media Briefing: AI payouts may be entering a new era 

AI compensation is evolving — and new models, not just publisher demands, are driving the shift beyond flat-fee licensing.