TruTV Rebrands Itself As Comedy Channel

by Devon Thomas  |  12.01.2016

Turner Broadcasting’s TruTV, known for shows such as Billy Eichner’s Billy On The Street, is launching a new multimillion-dollar campaign reinforcing the network’s recent rebranding as a comedy destination.

The campaign was created by ad agency WorkInProgress. The spots were directed by Jake Szymanski, who also directed such comedies as Mike and Dave Need Wedding Dates.

The TV spots make fun of traditional promos while highlighting the stars and creators of its original programming. The campaign also introduces a new tagline: “Funny Because It’s Tru.”

The spots feature, among other things, logos that fall on people and wind machines that knock people over.

In the clip, Andrew Orvedahl gets knocked out by the truTV logo in some of the spots. They end with a card that reads “In Loving Memory. Andrew Orvedahl. 1976-2016.” Another network star, Andrea Savage, gets blown away in others.

Among the performers also appearing in the campaign are Abbi Crutchfield, Adam Cayton-Holland, Adam Conover, Amanda Seales, Ben Roy, Bobcat Goldthwait and Shamikah Martinez.

The campaign includes spots that feature multiple shows. There are also spots that highlight individual shows, such as Impractical Jokers, Adam Ruins Everything and I’m Sorry featuring Savage, below.

The campaign will also appear on social and digital platforms, including Twitter’s Thursday night NFL webcast.

Billboards are going up in New York’s Times Square, Los Angeles’ The Grove shopping complex and other high-profile locations.

A concurrent print campaign was shot by photographer Andrew Eccles.

The spots will run on truTV and on Turner’s Adult Swim and TBS. Spots have also been bought on other national cable channels and VOD platforms targeting comedy fans.

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