Funny is the cheapest media you'll ever buy
For scaling B2C brands who’d rather be watched than skipped.
MWL is the comedy ad agency.
We’ve made America laugh about bad breath, body odor, and diarrhea for two decades — for the biggest brands in the category.
Your product is not as awkward as Pepto-Bismol.
Your media budget buys impressions. Funny buys attention.
When people watch on purpose — and send it to someone — the algorithm buys your media for you. Your CPMs fall. Your CAC follows.
That’s the entire thesis. Everyone knows it. Almost nobody can do it.
20 years of making unglamorous products famous.
One spot, 21+ assets, four weeks.
Traditional agencies take twelve.
First, you get a creative audit. Every ad your competitors are currently running, what the category convention is, and where the opening is.
Yours to keep, even if you walk away.
Week 1 — Five concepts, performed live. Written out and acted, not summarized on slides where comedy goes to die. You pick one.
Week 2 — Storyboards, casting, shoot plan. You approve before anything rolls.
Week 3 — One shoot day. Shot for variants from the start.
Week 4 — Everything lands. One hero spot, 12-18 cutdowns and alternate hooks, 8-10 statics, sized for Meta, TikTok, and YouTube.
What it costs
The pilot — $40,000. Five concepts, one produced, four weeks. You get the finished spot, 12-18 cutdowns and alternate hooks, and 8-10 statics. Casting, crew, shoot day and edit are all in the price.
That’s the price, not an estimate.
Or start with just the audit — $2,500, credited toward the pilot.
Most clients move to a monthly retainer after that — $35-60,000, depending on the scale of production. Two people in a kitchen costs less than a helicopter. We’ve done both.
We credit $10,000 of the pilot toward month one.
Campaigns, launches, rebrands, and platform ideas that can run for a decade — quoted on request.
Who makes the work?
Todd Perelmuter, Chief Creative Officer.
Ex CP+B, 72andSunny, R/GA, BBDO, VaynerMedia.
Launched ZzzQuil, which became the #1 OTC sleep aid in America. Launched the Nike+ Sportband, the first major wearable tech on the market. Built the first Google Maps Street View AR game, for State Farm.
None of which prepared him for writing jokes about diarrhea.
That would be the 10+ years he performed comedy in NYC bars and clubs until 1AM, then made it to client reviews at 10AM.
The directors, editors and cast on our work are people he came up with in those rooms. He knows funny. He knows funny people no one else knows.
Senior people only. No juniors learning on your budget.
There is also no Morgan, no Whitley, or Lowe. We just liked how expensive it sounded.
Creative Shouldn't Be a Coin Toss
If you don’t greenlight a single concept from round one, you don’t pay for round one.
We once convinced P&G to blindfold strangers, lead them into a public restroom, and ask them to describe the smell. That got approved. So will yours.
Your Competitors Are All Running the Same Ad
You've seen it. Someone in a kitchen or bathroom, holding your category's product, trying to be sincere about it... I fell asleep just typing that sentence.
20 minutes, straight to the work.