“It never gets old, huh?”
“It kinda makes you wanna…”
“Break into song?”
Thatʼs exactly how I feel about this spot. I could watch it over and over and over. I love it. I love the world. I love Discovery Channel. I love 72andSunny for creating this.
The mission of Discovery Communications is to “empower people to explore their world and satisfy their curiosity through 100-plus worldwide networks.” Discovery Channelʼs image is that of a trust-worthy source of information. They offer a mix of programming across many genres including science and technology, exploration, adventure, history and in-depth, behind-the-scene glimpses at the people, places and organizations that shape our world. According to the official website, Discovery Channel “provides viewers with the highest quality nonfiction content that not only entertains and engages, but also enlightens, educates and inspires positive action.”
72andSunnyʼs effort to portray Discovery Channel in this manner is evident in the selection of the slogan, “The World is Just…Awesome”. Previous tag lines from Discovery Channel include “Explore Your World”, “Thereʼs No Thrill Like Discovery” and “Entertain Your Brain”.
72andSunny won the brand strategy and creative assignment in 2007. The companyʼs mission to build a brand platform from the ground up focused on engaging active, curious 18-30 year olds while reinforcing the networkʼs loyal audience of older viewers.
Discovery Communications mainly competes with A&E Television Networks and NBCUniversal Media. A&E uses the tagline “Real life. Drama.” NBCʼs tagline is “More Colorful.” 72andSunny recognized that Discovery Channel is unique and there was an opportunity to target viewers in a different way.
Discovery Channel has a heritage of inspiring content and a smart, active fan base. 72andSunny created an idea that took advantage of that:
Discovery Channel is “The Worldʼs Biggest Fan” of the world.
With this, Discovery Channel struck brand awareness gold by genuinely connecting with its audience. The spot shows that Discovery Channel can be different things to different people, even on different platforms, yet stand for one thing: “The World is Just Awesome.”
Discovery Channel reminds us that no matter how bad things seem on the evening news, we still live in a pretty cool world. And they do it with a catchy tune.
The world we live in is such a diverse and interesting place with all kinds of cool stuff going on. Most of the shows on Discovery Channel are about exploring the weird and crazy. By connecting us to that sense of wonder, curiosity and exploration, the Discovery Channel strengthens their brand significantly with the people who should be watching Discovery Channel shows.
The spot captures Discovery Channelʼs zest for life and makes you want to be a part of it, too. It is inspiring and uplifting, and it is one of those rare instances that you can say that advertising has raised itself above the clutter and muck to become something of an art. I know that when I watch this spot, I feel a sense of awe at the beauty and chaos of the world.
The spot was so great that it turned viral. 6,212,667 people have viewed it on YouTube. Discovery Channel has also given a lot of online support to the campaign. On the Discovery Channel website, you can download an MP3 of the song, desktop wallpapers, ringtones, and even view and upload your own parody videos.
72andSunnyʼs “I Love the World” won the Silver Award at the 2008 London International Awards in the “Media Promotion” category.