Posted on October 10, 2005
"Let’s All Discover" is the new campaign and theme
created by TM as a result of winning the assignment in a creative shoot-out this
summer. The "Let’s All Discover" theme uses real people that have made various
"discoveries" that resonate with the everyday person. The new campaign consists
of six new spots, which promote Discovery’s new fall lineup and the core
attributes of the Discovery brand. Campaign spending is undisclosed. "This new
campaign will support our premiere programming on Monday, Tuesday and Wednesday
nights," said Julie Willis, senior vice president, marketing for Discovery
Channel. "The campaign that TM Advertising thoughtfully created seeks to draw
viewers deep into the moment of discovery and leave them enriched by the time
they spent with us, whether it is 30 seconds of promo or 60 minutes of a full
program. This marks the second well-executed and exceptionally developed
creative and strategic campaign that the agency has developed for us in the last
several months." "David," one of the six produced 30-second spots features a man
sitting on a counter of a laundromat who is intently watching the washers and
dryers swirl clothes around and around. The man looks from one dryer to another
and says, "Things that go around, they pull me in. They make me notice them.
Things that go around and around and around fascinate me." The camera cuts to
David sitting in the laundromat and he says, "My name is David Fowlkes, and I
discovered the spinning wheel." Then it cuts to a car with spinning rims. A
voice-over reads along with a super "Let’s all discover, how to re-invent the
wheel." The other spots feature real people who have also "discovered" something
unique in our culture. "Discovery is a fantastic brand that continues to
dominate in the category. I am proud of the great, solid work that we have
created," added Jim Ferguson, chairman and chief creative officer of TM
Advertising. "We approached these spots to represent more than just a tune-in
message, they carry the same fundamental goals and characteristics that
Discovery’s Channel’s programming does, giving viewers a nugget of knowledge
they can walk away with." TM was initially tapped last spring for a worldwide
marketing campaign that launched in early July 2005, dubbed "Chasing Number 7,"
which supported the Discovery Channel’s Pro Cycling Team and Lance Armstrong’s
attempt to win the Tour de France for an unprecedented seventh consecutive year.
Other work TM developed to support the Tour was "Team Discovery," which were
animated spots that featured Lance Armstrong and Discovery Network stars, and
were produced by the renowned animator J.J. Sedelmaier, known for his work on
Saturday Night Live’s "TV Funhouse" among numerous other popular shows. About
Discovery Channel Discovery Channel is the United States’ largest cable
television network, serving 90.4 million households across the nation with the
finest in informative entertainment. Discovery Networks U.S., a unit of
Discovery Communications, Inc., operates and manages Discovery Channel, TLC,
Animal Planet, Travel Channel, Discovery Health Channel, Discovery HD Theater,
Discovery Kids Channel, Discovery Times Channel, The Science Channel, Discovery
Home Channel, Military Channel, Discovery en Espaņol, Discovery Kids en Espaņol,
Travel & Living (Viajar y Vivir) and FitTV. The unit also distributes BBC
AMERICA.
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