truTV Brand Campaign: FUNNY BECAUSE IT'S TRU (version 1)

TruTv's New Brand Campaign

December 1, 2016

Over the past two years, you may have noticed that truTV has undergone a transformation. Long gone are the days of trial coverage and derivative reality shows, in favor of a new comedic slate of shows like Impractical Jokers, Adam Ruins Everything, Those Who Can’t and Jon Glaser Loves Gear. Today, truTV is going one step further unveiling their all-new brand campaign. 

This multiplatform campaign was created in collaboration with truTV’s new agency partner WorkInProgress. In addition to the first wave of creative that was released today, truTV has come up with an all-new tag line to cement its comedic identity: Funny because it’s tru.

"Executing this new campaign required more than a clever concept, witty direction and talented stars and collaborators,” said Puja Vohra, executive vice president, marketing and digital for truTV. “It required a creepy clown, an overzealous wind machine, a clawfoot bathtub and 200-ish pounds of gold Mylar. And fortunately, we had all of that. Not sure why, but we did."

The truTV talent that will appear in this initial creative includes: Abbi Crutchfield (You Can Do Better), Adam Cayton-Holland (Those Who Can’t), Adam Conover (Adam Ruins Everything), Amanda Seales (Greatest Ever), Andrea Savage (I’m Sorry), Andrew Orvedahl (Those Who Can’t), Ben Roy (Those Who Can’t), Bobcat Goldthwait (Bobcat Goldthwait’s Messed Up Stories), Brian Quinn (Impractical Jokers), Brooke Van Poppelen (Hack My Life), Damien Lemon (Comedy Knockout), Guy Branum (Talk Show the Game Show), Hari Kondabolu (The Problem with Apu), James Murray (Impractical Jokers), Joe Gatto (Impractical Jokers), Jon Glaser (Jon Glaser Loves Gear), Kevin Pereria (Hack My Life), Maria Thayer (Those Who Can’t), Matthew Latkiewicz (You Can Do Better), Michael Carbonaro (The Carbonaro Effect), Molly Austin (Austin Martinez Comedy), Prentice Penny (Upscale with Prentice Penny), Sal Vulcano (Impractical Jokers) and Shamikah Martinez (Austin Martinez Comedy). 

This new brand campaign includes a range of company actions that will roll out over 2017 so keep an eye out for more as the year goes on! To check out all that truTV’s re-brand has to offer, click the links below.

Lots of spots on YouTube: https://www.youtube.com/playlist?list=PLZxWJ6CTr63ZIoLe08XiW-FjWZ-jSqPji

Fancy, high-res campaign images available to download here: https://spaces.hightail.com/receive/aVHIM