Ad of the Day: brave storytellers highlight new campaign from A&E
The A&E channel has revealed a new look and a brand campaign that highlights Brave Storytellers, a new series featuring those who are making a difference on the network.
A&E said that the campaign is aimed at targeting and retaining viewers through “fearless and factual” storytelling.
The promo spot features the stars of the series, which tells tough, real stories. Directed by Amanda Demme, the film includes Steven Clark of Born This Way; Leah Remini of Scientology and the Aftermath; Donnie Wahlberg of Wahlburgers; Kevin Lawrence of Live PD; and Elizabeth Smart of Elizabeth Smart: Autobiography. It encapsulates the feeling that the viewers of all these shows will be feeling something real, visceral, sometimes tough, but always entertaining.
The phrase “It’s only by looking closer that we see” is on a chalkboard and the subjects each write what their stories are to finish the phrase. Smart writes “victims” while Remini writes “afraid” and Wahlberg scribbles “predictable”.
A+E Networks chief marketing officer Amanda Hill said: “Brave Storytellers is based on a belief that, hiding in the plain sight of everyday life, there are remarkable people and stories all around us. We just have to be brave enough to look, to get closer to the heart of a story, to create authentic moments of truth. It is a brand new campaign that exemplifies A&E's legacy of real and unscripted programming; magnifying defining stories of human endeavor and shining a light on parts of life that audiences really care about.”
The Brave Storytellers campaign also features the film 'Look Closer' which was creative directed by agency Sunshine and co-produced by Samsung and A&E.
“We’re thrilled to have worked alongside Nancy and Amanda on the overall brand evolution of A+E Networks and the A&E brand in particular and is exciting given their longstanding brand legacy in non-fiction programming,” said Sunshine chief creative officer and co-founder, Al MacCuish.
“With the creation of 'Brave Storytellers' campaign, our aim was to elevate the fearless, factual storytellers that A&E represents, and the subject matters they tackle. It is often only by looking closer at the subjects we all think we know that the truth or reality at the heart of them is revealed. Nobody does that better than A&E and we wanted the brand itself the own that."
The campaign rollout includes key placements off-channel with the Emmy Awards, This is Us and Will & Grace as well as within ad breaks of other storytellers like Trevor Noah, Stephen Colbert, Rachel Maddow and Samantha Bee.
