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").