By Sahil Patel
Defy Media, the new company borne out of the Alloy Digital and Break Media merger, is partnering with Ford on a new reality-comedy show for the company’s male/lifestyle site, Made Man.
“Laugh Trek” will follow two stand-up comedians, Nick Thune and Moshe Kasher, as they travel around Los Angeles and compete in a series of impromptu comedy sets in the most unlikely places — from Muscle Beach to a Hollywood tour bus and the Koreatown neighborhood. Each episode of the show will present the comedians with a new challenge, with fan voting ultimately determining who won that round.
The premiere episode, which takes place at a retirement home, is now available via a Ford Fiesta-branded show hub on MadeMan.com, as well as on the site’s YouTube channel. Six additional episodes are set to roll out on a weekly basis.
“Laugh Trek” is the latest entry in Ford’s larger “The Next Fiesta Movement” campaign. Having the distinction of being Ford’s first entirely user-generated campaign, “The Next Fiesta Movement” features a variety of content created by 100 social-media stars called “Fiesta Agents.” One of these stars, Bridget O’Neill, shows up as the host of “Laugh Trek.”
As for the branded elements within the show itself, Thune and Kasher drive a Ford Fiesta to get to each new challenge. The producers have also managed to integrate moments into episodes that highlight different Ford Fiesta features, like the car’s on-board navigation system.
“Laugh Trek” is executive produced by Defy Media’s Mitch Rotter, and produced by Roslynne De Los Reyes, Adam Hiner, and Eben Kostbar. Directing and writing credits go to Oren Kaplan and Jason Pickar, respectively. The series concept is attributed to Andy Signore, who is most well-known as the creator of Defy/Break Media’s “Honest Trailers” series.