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.
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.
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.