MIKE & MORGAN ON CNN
These campaigns were designed to bring viewers into the new side of CNN. CNN was known for its news and documentaries, but now with Mike Rowe and Morgan Spurlock, viewers were not only learning new things, but experiencing them with a trusted “ally.” We all know, the thing fans love most about Morgan and Mike is how they become PART of the stories they tell. They are the everyman who likes to walk in other peoples’ shoes. These spots needed to marry these men and their authenticity to CNN’s brand authenticity. We needed to be sure that their “fun” personalities were not lost, and show that they were a natural fit to CNN’s overall brand mission. I spent 2 weeks with Mike in SoCal at the Pageant of the Masters; we shot fun improvised promos with real people, and presented a twofold campaign. Part one was about Mike is coming to CNN, and Part 2 was Mike is now ON CNN (literally because who else is going to climb up on that sign but Mike Rowe?) Morgan’s campaign was shot in a full day at an historic Memphis music studio, where he patiently endured 35 costume changes, wrangled dogs, and had a blast while doing it.
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