The Framework team had the great pleasure to work with comedian Jeff Ross in collaboration with Comedy Central and Dodge  in creating a drive by roasting through Los Angeles. Thanks to Adweek for writing a special feature about the spot and some quotes from our Viacom clients.


Many brands would want to stay clear of comedian Jeff Ross's no-holds-barred roasts for Comedy Central, but not Dodge.

The company is teaming up with Ross—known as Comedy Central's "Roastmaster General"—for two branded content spots airing on the network this week, promoting his upcoming Comedy Central event special, Jeff Ross Presents Roast Battle, and the Dodge Challenger. The spots were produced and shot by Viacom Velocity, Viacom's branded content division.

In the first spot, debuting today, Ross and Roast Battle referee Brian Moses drive a Dodge Challenger around L.A.'s Sunset Strip, as Ross uses a bullhorn to roast passerby. The spot promotes the July 28 debut of Roast Battle, which is a four-night, bracket-style insult comedy event in which comedians trade insults one-on-one, with celebrity judges deciding who advances to the next round. The show, hosted by Ross, culminates in a live championship finale on July 31.

The company is teaming up with Ross—known as Comedy Central’s ‘Roastmaster General’

Authentic to what Roast Battle is, which of course meant unscripted and real
— Viacom Velocity/Comedy Central