Crackle, Schick Hydro Dive into Branded Entertainment

Sony Crackle announced on Monday the debut of an all-new unscripted web series Clean Break, sponsored by Schick Hydro. Just in time for summer, the series will feature action water sports like kiteboarding in San Diego and windsurfing at The Gorge.

Crackle’s first brand-driven web series features “unprecedented levels of social media and audience interactivity” according to a recent press release. Local tour guides were selected by the Clean Break social media community after fans uploaded audition videos. The winners will travel the country seeking out the most exciting action water sports (and corresponding social life) in what’s pitched as a reality version of The Endless Summer.

Clean Break is produced by Los Angeles-based brand studio Content & Company, a new venture led by branded entertainment veteran Stuart McLean. As for how seamlessly the razor will be integrated into the series, I think Schick’s group marketing director sums it up: “Clean Break was designed to epitomize the Hydro experience and the unexpected blast of hydration Schick Hydro delivers during shaves.”

Yup. You read that right. To be fair, the brand takes a back seat and just lets the story unfold. It’s a well produced series and the first episode moves along with some exciting activities, like a surf machine in San Diego, which actually looks pretty freakin’ rad.

The first episode is already up and subsequent episodes of Clean Break will air through Monday, September 13.