TV Land, the network known for airing classic television shows like I Love Lucy and The Brady Bunch, has recently introduced new, original content to its schedule. To inform media buyers and planners about these additions–like Chasing Farrah, a reality show that follows Farrah Fawcett–the network turned to creatives at The Martin Agency, Richmond, Va., who created a clever short film explaining all of the changes at hand.
In the spirit of Schoolhouse Rock! (animated, educational vignettes that aired in the 1970s and ’80s) the 3:35 short What’s Happening to My TV Land? likens the changes to puberty–and the new programming to a baby. Curious Pictures, New York, created the animation.
The film chronicles an adolescent boy who asks questions like, “Why is my TV Land changing?” To this, a soothing female voiceover explains that just like a tadpole changes into a frog, the network has decided to make some changes, to grow with a few original programs. The process of creating a television show is likened to conceiving a child, where two writers who “really like working with each other” conceive an idea for a program, although it may take several attempts.
“The whole message is [that] when you go through puberty, you’re still you. It’s just that you’re maturing a little, you’re evolving into this new fabulous thing that you are going to be, but you haven’t lost the essence of what you are about,” said Karen Cummins, VP of consumer and ad sales marketing for both TV Land and Nick at Nite. “I think that was just such a brilliant way to position this to this audience, that we are still about the classics you know and love, but we are evolving into originals too, and it just married those ideas together so nicely.”
The short ends with a lighthearted folk song that copywriter Cedric Giese created with Bill Grishaw of music house House of Zoka, Richmond and Los Angeles. Jeff McManus of RainMaker Recording & Creative, Richmond, played the drums on the track while also serving as engineer, mixer and sound designer. Giese, who was also the vocalist, said the track pays homage to singer/songwriter Randy Newman.
HUMOR HELPS
When the network approached the agency to create a trade campaign, the plans did not include a short film, Cummins related. It came about as a lark, Giese said, when he and primary art director Mark Schruntek thought it would be fun to treat the project as though it were an educational film. Part of his inspiration was that the network was approaching its 10-year anniversary.
“Even though puberty, at least for most people I know, doesn’t occur so early, that was the initial thinking, ‘OK, they’re 10 years old, they’re adding new shows, new things are happening.’ Well, yeah, that’s what happens at puberty, maybe not 10 years old, but not too far off. So that is where the initial idea came from and then of course any time you can do anything with a puberty reference, it’s funny,” Giese explained.
Since the audience for this campaign is primarily media buyers, the film was sent out through direct mail on DVD. It also appears in TV Land’s online media kit and at www.TVLandOriginals.com, which is a page tied to banner ads that the network placed on trade magazine Web sites; it was never intended for consumer viewing.
Additional credit at The Martin Agency goes to Cliff Sorah, creative director; Matt Wojtysiak, art director; Emily Moore, broadcast producer; and Maggie Dunn, assistant producer.
Credit at Curious Pictures goes to director Paul Stec who worked with a team that included Greg Miller on storyboards; Michael Stern, illustrations; Meredith Brown, executive producer; and Janet Dimon and Michael Hogan, producers.
