Discovery.com Initiates New Advertising Effort

Two mosquitoes converse on a man’s arm and three fish have a discussion after being swallowed by a shark, all as part of Discovery.com‘s new branding campaign, which takes a lighthearted approach to its reputation as a place for nature programming.

The advertisements, part of a $70 million commitment to consumer ads that Discovery.com has made for this year, will run in print, online, and across the Discovery Network channels on cable TV — Discovery Channel, TLC, Animal Planet, Travel Channel and Discovery Health Channel.

The print campaign will run throughout the summer in national publications such as Time, Newsweek, USA Today, People and Yahoo Internet Life. The online campaign includes buys on popular sites AskJeeves and USAToday.com.

The new ads try to increase consumer awareness of the wide scope of information on the site, including content about health, lifestyles, travel, school, and animals. In the television ads, men dressed in floppy fish and mosquito costumes use an ironic, deadpan delivery as they discuss the site’s offerings. All end with the tagline, “Discover Something New Every Day.”

“Our greatest asset is the strength and quality associated with the Discovery brand,” said Tom Burke, senior vice president of marketing for Discovery.com.

“With this campaign, we’re leveraging our core attributes and distinctive point-of-view, while communicating the everyday relevance of Discovery.com in consumers’ lives.”