Two mosquitoes converse on a man’s arm and three fish have a discussion
after being swallowed by a shark, all as part of Discovery.com‘s new branding campaign,
which takes a lighthearted approach to its reputation as a place for nature
programming.
The advertisements, part of a $70 million commitment to consumer ads that
Discovery.com has made for this year, will run in print, online, and across
the Discovery Network channels on cable TV — Discovery Channel, TLC,
Animal Planet, Travel Channel and Discovery Health Channel.
The print campaign will run throughout the summer in national publications
such as Time, Newsweek, USA Today, People and
Yahoo! Internet Life. The online campaign includes buys on popular
sites AskJeeves and USAToday.com.
The new ads try to increase consumer awareness of the wide scope of
information on the site, including content about health, lifestyles,
travel, school, and animals. In the television ads, men dressed in floppy
fish and mosquito costumes use an ironic, deadpan delivery as they discuss
the site’s offerings. All end with the tagline, “Discover Something New
Every Day.”
“Our greatest asset is the strength and quality associated with the
Discovery brand,” said Tom Burke, senior vice president of marketing for
Discovery.com.
“With this campaign, we’re leveraging our core attributes and distinctive
point-of-view, while communicating the everyday relevance of Discovery.com
in consumers’ lives.”