Lots of branded content emphasizes the latter over the former (see the late, unlamented Bud.tv or Mountain Dew’s Dew Tours).
No so the Brut News Network at facebook.com/Brut.
From MediaPost’s Marketing Daily:
“We believe that young, male-focused online content is a burgeoning market,” says Marc Broccoli, marketing director at Brut parent Idelle Management Co., a division of Helen of Troy, Ltd., which acquired Brut in 2003 from Unilever’s Conopco division. “BNN offers us a way to engage with a young male demographic that is important to our brand by allowing them to connect through a creative, humorous digital media platform.”
You can see the so-called humorous part here:
Not surprisingly, this branded-content campaign is a follow-up to last year’s brutslap.com, “an interactive site that let users ‘slap’ obnoxious people with different objects as a way to evoke the way guys are supposed to apply Brut with a face slap.”
Subtle, these guys are not.
(Originally posted on Sneak ADtack!)
Campaign Outsider 
Look at your man-child. Now back to me.
And I thought Brutslap was a shame.
The whole thing is eminently regrettable, yes, Arafat?
Sir, the only thing I regret more than this campaign is putting on Brut in 1995 after fake-shaving with my father’s razor (thinking it will give me stubble and make me manly). I went on a date with a girl who broke my heart, married her cousin, and has three kids now. Never again.
That is absolutely heartbreaking, Arafat. My condolences.