LOS ANGELES -- Comedians Ben Schwartz and The Lusty Busty Babe-a-que (2008) full movieLauren Lapkus give the classic morning talkshow a twist in a new digital series called The Earliest Show.
The comedy series, which launched Thursday, explores what would happen if a morning show was actually done in the middle of the night.
Schwartz, a Parks and Rec alum, came up with the idea after Cap'n Crunch approached him asking him to help reinvent their brand online.
"They had an overall concept for the show and they said, 'What do you think?' I said something back like 'What if it was this instead?' and pitched something truly crazy," Schwartz told Mashablein a phone interview. "They loved it."
The cereal brand had already partnered up with Funny or Die, and saw the appeal in bringing Schwartz on board to tackle his own show.
The Earliest Show: The Proposal with Guest Reggie Miller - watch more funny videos"I think they saw my stuff in the past and they saw the audience of people watching and also the content and were like, 'With our new direction we’d love to have someone with this voice," he said. "Like loose, fun, and reaching a younger demo."
After coming up with the concept, Schwartz immediately enlisted Lapkus to be co-host.
"We've performed together forever," he said. "I wanted someone who can hang out and also create with me."
The concept is simple: It's structured like a morning show but takes place in the late night/early morning. Schwartz's character decides to propose to his girlfriend on air, but much to his dismay she says no on live TV.
Each episode that follows is a different stage of grief, ranging from denial to depression.
"My character slowly descends into madness," Schwartz said. "For me as an actor that's super exciting because I get to play five different characters."
The series is part of Cap’n Crunch's efforts to tap "into the spirit of the brand." For Schwartz, it's just another opportunity to get his fans laughing.
"Whenever I create, I don't think of a particular demographic," he said. "I just hope it's something unique that people gravitate toward...and that they enjoy the type of comedy I do, and the way I get it out there."
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