TBS: Department of Humor Analysis

TBS, having buried its former SuperStation status, has been on a comedy kick for the last couple of years, pushing a syndication lineup anchored by the likes of Seinfeld, Friends and The Cosby Show

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TBS, having buried its former SuperStation status, has been on a comedy kick for the last couple of years, pushing a syndication lineup anchored by the likes of Seinfeld, Friends and The Cosby Show, not to mention the PG version of Sex and the City. Rebranded as the Very Funny Network, the latest twist in this strategy is the TBS Department of Humor Analysis, backed by a multimedia campaign that includes print and outdoor as well as a questionnaire in the form of a booklet. The latter, the Comprehensive Study of Humor and Humorousness, besides being available online, is handed out at events like the Las Vegas Comedy Festival. "TBS asked us to drive the 'Very Funny' message home in a cool and contemporary way that reached out to a younger, hipper audience," explains Mother (which doesn't break out creative credits). Hence the Department of Humor Analysis, which "will study, analyze and interpret what the average viewer finds funny in order to keep TBS ahead of the curve in the funny business." In the interests of comedic analysis, we asked Mother what choosing H and I as the funniest zones in this "Ballhit" ad would say about us. "The letter I suggests you are from Iowa, because Iowans are statistically more likely to choose I," came the reply. "Bafflingly, there is no similar correlation between Hawaiians and H." We figure since TBS is ahead of the comedy curve, in about six months this will be hysterical. More ads, as well as a number of pages from the booklet, are in the PDF.
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About

Credits
Date
Jan 17, 2006
Client:
TBS
Agency:
Mother New York
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