Heavy.com, founded with men age 18-34 in mind, exudes a "tone of knowing commercialism," mixing animation, music, videogames, home movies, supermodels and pop culture parodies - often presented in two-minute clips, writes the New York Times. And advertising inundates the site, labeled with ".001% of your daily ad intake" and "This will be over faster than your last relationship." It works: 5.5 million visitors went to Heavy.com in February.

Mainstream marketers, including Virgin, Sony, Unilever, Verizon, NBC Universal and Burger King, have advertised on Heavy, often blending content with the advertised products. Heavy's founders and chief executives, Simon Assaad and David Carson, say they modeled the site--bursting with interactivity and hardly any text--on videogames.

Heavy plans to increase production of original programming tenfold, to 600 segments, and will spin off popular channel "Teriyaki Strips," which features animation with an Asian theme, into a separate site targeting teenage boys.

It is also developing content for mobile phones, such as a "massive mating game," during which one woman will question thousands of contestants by text message.