CBS Launches ‘You might be Laughing at CBS’ Comedy Advertising and marketing marketing campaign

For a few years, CBS was typically known as the “Tiffany Group.” Now, CBS president/chief promoting officer Mike Benson is ready to “break some Tiffany glass.”

The exec, who has been giving CBS a recent image overhaul since taking over in 2019, has now turned his consideration to its comedy mannequin. Timed to the autumn launch of the Eye neighborhood’s 4 comedies, Benson has launched the advertising and marketing marketing campaign “You’re Laughing at CBS.”

“Of us will say that CBS is outdated and stodgy, nevertheless actually, if you take a look at our programming, it’s truly not,” Benson talked about. “I imagine we’ve obtained a complete lot of labor to do, from a mannequin perspective, to point that we’re capable of have a complete lot of fulfilling. That we’re ready to poke fulfilling at ourselves as lots as we want people to return again in and chortle on the reveals that we’ve obtained.”

The “You’re Laughing at CBS” tagline will give consideration to returning hits “Ghosts” and “The Neighborhood,” along with new “Youthful Sheldon” spinoff “Georgie & Mandy’s First Marriage” and freshman Damon Wayans/Damon Wayans Jr. laffer “Poppa’s Dwelling.”

“We thought this could be an excellent time in order so as to add one different dimension to the mannequin with what we’ve obtained in comedy, and produce some further consideration to it,” Benson talked about. “We had this idea that it truly started with, ‘You’re laughing with CBS,’ nevertheless then I truly wished to be provocative and have fulfilling with it.”

As part of the model new laffer mannequin, CBS will also be introducing a smiling mannequin of its Eye emblem — which it has nicknamed “Chuckle.” (And positive, that’s a sly nod to the “Chuckles the Clown” character from CBS’ “Mary Tyler Moore” current.)

“We’ve obtained this ‘Chuckles’ mannequin of the model that we want to stamp on all of our comedies, merely to point that they’re licensed as humorous,” Benson talked about. “And we really need the viewers to start to see that laughing CBS eye mark.”

Together with to that, Benson talked about CBS will start referring to the time interval “sitcom” as “sit-down” comedy, to tell apart it from the explosion of “stand-up” comedy on completely different outlets.

“There’s a complete lot of stand-up comedy in the marketplace,” he talked about. “Nevertheless we’re having a look at this not from the standpoint of what comedians do, nevertheless what price we’re providing our viewers practically each single day.”

CBS is kicking off the comedy rebrand with an event on Wednesday, Sept. 18 on the NeueHouse in Hollywood (within the similar developing that was as quickly as CBS’ distinctive West Coast headquarters). “CBS Presents: You’re Laughing at CBS, A Night of ‘Sit-Down’ Comedy” will operate “The Neighborhood” star Max Greenfield and “Poppa’s Dwelling” star Damon Wayans Jr. introducing a night of screenings and Q&A intervals.

The “You’re Laughing at CBS” branding can also be shared in on-air and social spots, that features content material materials from the Eye neighborhood’s comedy casts. Correct now, the branding is focused on the 4 reveals, nevertheless Benson talked about it could lastly enhance to late night and to hour-longs with comedic bents like “Elsbeth.”

The “You’re Laughing at CBS” tag does share a sensibility with Netflix’s “Netflix is a Joke” comedy tagline, which makes use of an similar tongue-in-cheek wordplay.

“Netflix does some good promoting, and what they did spherical stand up comedy, I believed was truly acceptable for them,” Benson talked about. “It was reminder that sometimes your campaigns must be as noisy and as loud as a result of the as a result of the programming itself.”

“Ghosts” and “George & Mandy’s First Marriage” every launch on Thuesday, Oct. 17, whereas “Poppa’s Dwelling” and “The Neighborhood” premiere on Monday, Oct. 21.

Previous that, Benson talked about CBS has its promoting plans in place for model new sequence along with Kathy Bates’ “Matlock,” the “NCIS” prequel “NCIS: Origins” and the unscripted entry “The Summit.”

“We’ve obtained a really good provocative advertising and marketing marketing campaign that’s nonetheless true to the current ‘Matlock,’ nevertheless begins to position Kathy Bates as she might be not the Matlock you actually predict, on account of there’s such an unbelievable twist on the end of the pilot… and with ‘NCIS: Origins,’ Leroy Jethro Gibbs is any individual who all NCIS followers know, nevertheless we truly want to exit and create this sense of thriller spherical who and what he’s.”

It’s a yr after the Hollywood strikes delayed closing yr’s TV season, and the presidential election moreover has audiences distracted: So entrepreneurs like Benson know they’ve a complete lot of labor to attract viewers. “It’s been super tough, and so strategically, it was truly crucial for us to convey soccer once more,” he talked about. “I’m not solely talking regarding the NFL, nevertheless we put a complete lot of effort into bringing every the Giant Ten and the NFL once more, after which take advantage of these as platforms to supply us the attain that we’ve to assemble pleasure for fall.”

Proper right here’s a main take a look on the CBS promo for “You’re Laughing at CBS”: