Turner Network Television now plans to expand its "We Know Drama" image
campaign to convey various human emotions and reactions.
In this second phase of the campaign, TNT said, consumer and trade print
advertising -- as well as out-of-home billboards, on-air promos and cinema
commercials -- will feature such initial headlines as, "Can't Look. Can't Look
Away," "Hero Lives. Hero Dies" and 'Double Overtime. Double Jeopardy."
The latter links TNT's National Basketball Association coverage with one of
its movie titles.
Outdoor signage will run in New York and Chicago, while print executions --
breaking Monday, March 3 -- will include TheNew York Times and
Each ad also depicts a dramatically lit photo of a person's face reflecting
the appropriate emotions. Can't Look, for instance, shows a man nearly covering
his eyes, while Hero Lives portrays a woman in tears.
The aim of the new phase is to "highlight the benefits of drama," a spokesman
said, adding that the We Know Drama rebranding campaign has helped to reverse
TNT's ratings decline and helped it to regain top-ranked basic-cable ratings
status, especially among upscale adults 18 through 54.