In the world of improvised content, there are some gold standards. Will Ferrell and Molly Shannon come to mind, yet their schticks for the Rose Parade and Royal Wedding weren’t necessarily brand-focused. Attempting to create live improv for a brand is an entirely different proposition.
That said, White Castle gave the home shopping vibe a go last night on Facebook Live, touting their crispy chicken rings as the go-to fashion accessory. Going live and long-form—as Merkley + Partners and Washington Square Films did for this project—is rife with all manner of pitfalls, but bubbly hosts Janelle and Heather kept the momentum going for the full 42 minutes.