BaylessCronin Lends Laughs to the Discovery Channel

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Shark Week is coming.
Partner and creative director Jerry Cronin left BaylessCronin -- the Atlanta agency that bears his name -- back in May, but not before overseeing three comic spots for the Discovery Channel. The Wieden + Kennedy vet's parting spots -- which form the centerpiece of the channel's largest ever marketing campaign -- are based around the tagline "Entertain Your Brain," and put a humorous spin on the net's science and nature programming. In one spot, a nurse is alerted to a patient whose heart is beating way too fast. When she goes to his room, it turns out he's watching a program about dinosaurs. She politely switches the channel to a football game so he can calm down.

In another spot, a montage of scientists stumble through a rendition of the standard "Let Me Entertain You" -- they're clearly scientists, not singers -- while a third announces the arrival of the network franchise "Shark Week," by showing people that are just a bit nervous about going close to the water. All three spots were shot by's Peter Darley Miller.

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