As a seasoned film enthusiast with decades of binge-watching under my belt, I must say that CBS’ recent move to rebrand its comedy sector is nothing short of a breath of fresh air. Mike Benson, the man behind this modern makeover, seems determined to shatter the Tiffany Network’s old image and replace it with one that screams fun, laughter, and a dash of self-deprecating humor.
For several decades, CBS has been famously referred to as “The Tiffany Network.” Currently, CBS President and Chief Marketing Officer, Mike Benson, is preparing to shatter some of the established traditions associated with this title.
The executive, who has been transforming CBS with a contemporary makeover since 2019, is now focusing on revamping its comedy division. Coinciding with the autumn debut of CBS’s four comedies on the Eye network, Benson has launched the campaign titled “You’re Laughing at CBS.
Despite what others may claim about CBS being outdated and serious, it’s quite the opposite if you examine their programming,” Benson stated. “I believe we need to make a significant effort, from a brand standpoint, to demonstrate our ability to be entertaining and lighthearted. We want to prove that we aren’t afraid to laugh at ourselves and encourage viewers to enjoy the shows we offer.
The tagline “You’re Laughing at CBS” highlights the upcoming shows “Ghosts,” “The Neighborhood,” a new spinoff of “Young Sheldon” titled “Georgie & Mandy’s First Marriage,” and the fresh comedy series “Poppa’s House” starring Damon Wayans and his son, Damon Wayans Jr.
Benson suggested that now might be an ideal moment to infuse our brand with a comedic aspect, drawing more focus to it. The initial concept was ‘Laughing with CBS’, but he wanted to push boundaries and make it entertaining as well.
Under the umbrella of the fresh Laffer brand, CBS is unveiling an amiable rendition of its Eye logo, affectionately referred to as “Chuckle”. This playful adaptation is a clever reference to the beloved “Chuckles the Clown” character from CBS’s iconic show, “The Mary Tyler Moore Show”.
Benson mentioned that they prefer using a specific ‘Chuckles’ rendition of their logo for all their comedic shows. This is to assure viewers that these programs have been officially deemed humorous. The goal is also to encourage the public to recognize the laughing CBS emblem as a sign of comedy.
Furthermore, Benson mentioned that CBS plans to use “sit-down” comedy instead of sitcom to distinguish it from the surge in “stand-up” comedy found on various other platforms.
He mentioned that there’s an abundance of stand-up comedy available, but instead of focusing on the techniques used by comedians, we are concentrating on the worth we offer our audience consistently.
On September 18th (Wednesday), CBS is launching its comedy revamp with an event at the NeueHouse in Hollywood, which used to be their West Coast headquarters. The event, titled “CBS Presents: You’re Laughing at CBS, A Night of ‘Sit-Down’ Comedy,” will showcase “The Neighborhood” actor Max Greenfield and “Poppa’s House” actor Damon Wayans Jr. They will introduce an evening filled with screenings and question-and-answer sessions.
The “You’re Laughing at CBS” tagline will be showcased across on-air and social media ads, highlighting humor from the comedy shows within the Eye network. At present, the branding primarily centers around four specific shows, but Benson hinted that it may grow to encompass late-night programming as well as hour-long comedic series such as “Elsbeth.
The “You’re Laughing at CBS” label and Netflix’s “Netflix is a Joke” slogan both employ a playful, self-deprecating humor in their naming conventions.
Benson stated that Netflix’s marketing strategies are impressive, particularly in relation to stand-up comedy. He found it fitting for Netflix. It served as a useful lesson that at times, your promotions should be just as attention-grabbing as the content they’re advertising.
On Tuesday, October 17th, you can catch the premieres of “Ghosts” and “George & Mandy’s First Marriage”, and starting from Monday, October 21st, don’t miss out on the premieres of “Poppa’s House” and “The Neighborhood”.
Apart from this, Benson mentioned that CBS has already prepared their promotional strategies for upcoming shows such as “Matlock” starring Kathy Bates, the prequel to “NCIS” titled “NCIS: Origins,” and the non-fiction series “The Summit.
Our campaign offers an unexpected take on ‘Matlock,’ while staying faithful to the original. The twist at the end of the pilot will make you reconsider your expectations about Kathy Bates’ character. As for ‘NCIS: Origins,’ we aim to shroud Leroy Jethro Gibbs in mystery, making fans wonder who and what he truly is.
A year has passed since the Hollywood strikes postponed the previous TV season, and the presidential election has kept viewers engrossed. This means marketing professionals like Benson have their work cut out to capture audience attention. As he explained, “The situation has been incredibly tough, which is why strategically, it was crucial for us to revive football.” He wasn’t referring just to the NFL but put significant effort into bringing both the Big Ten and the NFL back. These platforms then served as a means to generate the necessary reach and stir excitement for the fall season.
Here’s a first look at the CBS promo for “You’re Laughing at CBS”:
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2024-09-17 20:17