Launching a television channel is no easy feat.
You have a load of programmes your audience won’t recognize. You need to create a personality, explain the type of shows you’ll carry, build name recognition and drag people away from their habitual channels, all in 60 seconds.
To complicate things, if your channel carries a lot of originated programming, or shows in foreign languages, there may not be much material to work with.
It boils down to the essence of what you want people to imagine your shows will be like, and creating a curiosity that will get them to check it out.
This ad for the Comedy Channel Launch in Brazil does the whole package, and has a laugh at its own culture on the way.
This one was created by Wieden and Kennedy in Sao Paulo, what do you think?