Giving true meaning to trutv as a comedy network
truTV is a Turner-owned television network. It used to be known for derivative reality shows like “Lizard Lick Towing" “CourtTV” and "Cops." Years ago they transitioned their programming from trashy reality shows to 100% creator-driven comedy. The only problem: no one knew. So it was time to give them a new strategy and brand platform, and then bring it to life with their first network campaign, but of course, it had to be funny.
TO PROVE TRUTV IS A COMEDY NETWORK WE MADE IT OUR MISSION TO:
If you’re going to make the world a funnier place, you have to create really funny stuff and put it into the world.
This includes everything from your shows (check), the actions you take beyond programming, and even your tagline, speaking of taglines….
Tagline
While a tagline isn't going to be the silver bullet to change people’s feelings about a brand. It can be a way to help redefine what they stand for. This one helped convey truTV’s new comedy focus and brand of humor.
If our mission is to make the world a funnier place then…
Even our boring network campaign would be Funny
Since the beginning of television, networks have always brought their biggest stars together to showcase their fall line-up. But for some reason, they're the most contrived situations even with all that "star" power. They're always fake laughing, dancing badly, lip-syncing, and doing other ridiculous things on camera to the most over-the-top music bed. So what better way to be known as a comedy network than to satirize these traditional glitzy network promos. We brought together 24 of truTV’s comedian stars and created 23 unique spots that ran on the very TV networks we were making fun of.
If our mission is to make the world a funnier place then…
OUR TV CHANNEL WOULD air only funny commercials
As a comedy network, everything must be funny, of the shows, but what if we even made the commercials funny? To truly show the world we mean funny business, we signed up only advertisers that made funny commercials. We launched the Only Funny Commercials initiative by getting stars from the some of shows to tell us how they feel about unfunny commercials interrupting the comedy they make.
If our mission is to make the world a funnier place then…
WE’ll Turn our 30-minute shows into 1800 seconds worth of shareable comedy
We live in a world where everyone wants bite-sized bits of funny content and everything is shareable with a device. Everything that is, except for linear TV. So we launched a first-of-its-kind yet seemingly simple innovation that allows people to share clips of TV shows as they watch them on TV. To help spread the laughs to the world, we invented a new linear programming and social innovation for truTV – and Turner. Shareable TV was
GOLD WINNER
