As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.
If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.
TBS is up to more funny business in a new campaign from Mother New York. More specifically, it's getting down to the business of funny, introducing the network's Department of Humor Analysis after 2004's look inside the call center, a campaign from Publicis/N.Y. that won praise and awards. The new campaign's cinema, broadcast and viral videos, directed by Thomas Thomas' Kevin Thomas, show a tour of the department and its research led by John Cleese. "The first nut to crack," says Mother creative director Paul Malmstrom, "was to get around the pressure that the campaign is like saying a joke is funny before you tell it. Our way around that is to say it in a very dry and scientific way. It just got much easier to not over think it too much." The spots note traditional comic conventions such as the pie in the face and the ball to the um, balls. Creative Dave Clark, who worked closely with Rory Hanrahan on the campaign, takes the meta-funny to another level by noting that the research questions such conventions. "They've been funny forever," says Clark. "But should they be?"