TNT's tagline is 'We Know Drama' and its brand promise is 'TV worth talking about'. Our assignment was to make a launch campaign worth talking about.

Launch the campaign
Published
March 2013
Topics

The Story

TNT's tagline is 'We Know Drama' and its brand promise is 'TV worth talking about'. Our assignment was to make a launch campaign worth talking about.

The only technology we used was YouTube—it allows for making longer format videos than the regular 30 seconds you usually get on TV, but more importantly it allows people to share content easily.

The Technology

The Results

Put together after one day of shooting, the video is the second most shared commercial of all time and has been shared by more than 4.8 million people. About a dozen copies and spoofs are online.

54

Million views

10

Million views in the first 48 hours

12

Spoofs including a LEGO parody

Launch Date April 11, 2012