Electus & DumbDumb Kick Off Partnership with Orbit Gum

NEW YORK: Ben Silverman’s Electus and DumbDumb, a comedic content and marketing company from Will Arnett and Jason Bateman, have unveiled the first project from their digital partnership with Orbit gum, with a series of original branded digital shorts.

The first of three branded digital shorts premiered yesterday as a highlight of Internet Week New York. The shorts are currently available at youtube.com/orbitdirtyshorts and the full series will begin airing later this month in multiple online destinations. The content—created, directed and executive produced by Arnett and Bateman, with Orbit gum serving as a co-producer—uses web production and development expertise from CollegeHumor.com, an operating business of IAC working in partnership with Electus.

Electus has an overall first-look deal and international distribution rights on all of DumbDumb’s content, including TV, motion pictures and digital.

"Will and I were happy when given the opportunity to partner with Orbit gum and we’re enjoying the challenge of taking the brand to the next level with this type of integrated branded content," said Bateman. "Starting with such a well respected brand for our first creative endeavor with DumbDumb is a rare gift—one we’ve already enjoyed unwrapping and now hope to chew on for years to come. Puns are not our long suit, but we really felt like this one popped."

"It is an honor to be the first brand to partner with, develop and distribute this original digital content with DumbDumb as part of Internet Week New York," added Paul Chibe, Wrigley’s VP and general manager U.S. gum and mints. "Will & Jason are incredibly talented and working with Ben Silverman and the Electus team has offered the inherent ability to explore the appropriate areas of comedy for this project that not only entertain but that also leverage Orbit’s long-standing use of humor to deliver the brand’s ‘for a good clean feeling no matter what’ positioning."