TruTV Pokes Fun at Glossy TV Promos in Brand Relaunch Ads

First Creative for the Turner-Owned Network by Agency WorkInProgress

Published On
Dec 01, 2016

Editor's Pick

Turner-owned comedy network TruTV satirizes glossy TV promos to highlight that it's really offering something different in its first campaign by startup agency WorkInProgress.

Its shows' stars, including talent such as Adam Conover ("Adam Ruins Everything") and Maria Thayer ("Those Who Can't") appear dancing across shiny floors in sparkly dresses, being buffeted by wind tunnels and gytrating next to oversized scenery, but in all the scenarios things quickly go horribly wrong. There's also an ironially cheesy theme tune, with the words "Don't you want to watch this?"

The work aims to communicate that TruTV has moved to a new lineup of "creator-driven comedy" and away from derivative reality shows and coverage of criminal cases. The spots introduce the new tagline: "Funny because it's tru."

The spots were created by WorkInProgress, the agency started this summer by the former Crispin Porter & Bogusky team behind Domino's emoji ordering. They were were directed by comedy director Jake Szymanski ("Mike and Dave Need Wedding Dates," "Funny Or Die").


Dec 01, 2016
Brand :
Client :
Agency :
Partner/Creative :
Andrew Lincoln
Partner/Creative :
Matt Talbot
Partner/Production :
Stafford Bosak
Executive Agency Producer :
Deb Drumm
Partner/Account + Strategy :
Alex Guerri
Partner/Account + Strategy :
Evan Russack
Partner/Technology :
Harold Jones
Partner/Business + Legal :
Pete Sheinbaum
Business Affairs :
Jen DeCastro
Client :
Executive Vice President, Marketing and Digital :
Puja Vohra
Vice President, Multiplatform Creative :
John Cassidy
Creative Director, Design :
Jim Read
Vice President, Digital and Social :
Dan Manu
Vice President, Consumer Marketing :
Raymond Dooley
Executive Marketing Consultant :
Dana Ortiz
Production Company :
Gifted Youth
Director :
Jake Szymanski
Executive Producer :
Dal Wolf
Line Producer :
Eric Escott
Editorial Company :
Spot Welders
Editor :
Kevin Zimmerman
Assistant Editor :
JC Nunez, Anchor Mak
Executive Producer :
Carolina Sanborn
Producer :
Ellen Lavery
Music House :
Squeak E. Clean Studios
Composer :
Ben Marshall
Executive Producer :
Amy Crilly
Audio Post Production :
Sonic Union
Composer :
Steve Rosen
Sound Design Company :
Sound Designer :
Bill Chesley
Producer :
Kate Gibson
Color Grading :
Colorist :
Tim Masick
Finishing Company :
Flame Artist :
Peter Amante

Need a credit fix? Contact the Creativity Editors

Project Type