Wanted online: Brands that can laugh at themselves

Online comedy outlets are seeking out partnerships with brands with a sense of humor. Pantene agreed to participate in a big-hair spoof for Funny or Die called "The Weird Science and Big Business of Working Girls in The Breakfast Club," and BMW allowed its iconic "Ultimate Driving Machine" motto to be appropriated for a driving comedy on The Daily. The Onion, The Daily and Funny or Die executives hawked comedy/brand relations at the Interactive Advertising Bureau's Digital Content NewFronts presentations.

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