First Look: OWN/The Oprah Winfrey Network’s Soaring Launch Spot

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Only 26 more days to go til the much talked about launch of OWN, the Oprah Winfrey Network. The Discovery Communications backed channel launches January 1, 2011 (replacing Discovery Health) after 3 years of meticulous planning and development.

Phase 1 of a multi-million dollar US marketing campaign has kicked into gear with a brand new minute-long spot unveiled in US theaters on Friday. Featuring an original song written for OWN by Black Eyed Peas frontman will.i.am, the launch spot features Oprah herself amongst a sea of shiny, happy faces and soaring balloons.

A small side-note, nearly all the balloons you see are CG, as environmental regulations kept the release of actual balloons in LA & NYC grounded.

OWN Launch Spot

In a couple weeks, the campaign expands with the addition of multiple outdoor components including high profile perches in Times Square and the Sunset Strip. Between Christmas and New Years, expect the marketing onslaught to continue with countdown clock spots on radio and on the web.

OWN Launch Spot

The creative for this launch spot was handled by OWN Marketing and Mrs. K, directed by Michael Gracey, and produced by Partizan. Check back for a full rundown of the brand launch including on-air components. Special thanks to OWN Marketing, with a special shoutout to friend/colleague Lucas Aragon.

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4 Comments

Filed under branding, channel identity, ident

4 responses to “First Look: OWN/The Oprah Winfrey Network’s Soaring Launch Spot

  1. Simon Ball

    Have heard bits and pieces about OWN here in Australia. Love the spot, I think it captures Oprah’s essence quite well.

  2. This spot could easily have gone OTT- I think it hits the right note. Really looking forward to seeing the channel launch. Wasn’t a huge fan of the logo at first, but it is slowly growing on me.

  3. Drake Pope

    Im sorry. I’m looking forward to the new network, but Im not impressed with this spot. I think, in particular, the script makes O sound like a megalomaniac. It’s not a particularly fresh take on anything – it’s not breaking new ground. The audio track is your typical auto-tune trash, but without any soul to it. Overall it gets a 5 out of 10 which is a pretty big hit considering it’s coming from such a powerhouse.

  4. Agree with Drake. The promo falls short. Whilst the visuals are beautiful, the script isn’t great. What’s with the staggered voice over? No flow to the script and I come away thinking, “what if ….
    you just go away and stop implying you know what’s good for me”?

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