One might not associate Desus (Daniel Baker) and The Kid Mero (Joel Martinez), who cover Adweek’s Creative 100 issue this week, with “brand-safe” environments.

Desus and Mero are known for their straight-talking takes on everything from baseball to pop culture, their late-night show on Showtime is full of curse words and their podcast seems like a conversation you would overhear on the subway.

They don’t hold back, which presents brands with a unique opportunity.

But that ability to freewheel and riff off one another is the reason they don’t have traditional advertising on their podcast: Bodega Boys.

“It can’t just be like, ‘Yo, I’m jamming this fucking advertisement into the middle of this great flow that you guys have, and I’m just going to fucking T-bone some shit in the middle of it.’”

Their conversation moves fast, and so do their thoughts, which means that standard ads don’t work.

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