CBS Unveils New Comedy Campaign, Adding a ‘Chuckle’ to the Eye and Poking Some Fun at Its Tiffany Heritage (EXCLUSIVE)

variety.com:

Michael Schneider Variety Editor at Large For decades, CBS was known as the “Tiffany Network.” Now, CBS president/chief marketing officer Mike Benson is ready to “break some Tiffany glass.” The exec, who has been giving CBS a modern image overhaul since taking over in 2019, has now turned his attention to its comedy brand.

Timed to the fall launch of the Eye network’s four comedies, Benson has introduced the campaign “You’re Laughing at CBS.” “People will say that CBS is old and stodgy, but actually, if you look at our programming, it’s really not,” Benson said. “I think we’ve got a lot of work to do, from a brand perspective, to show that we can have a lot of fun.

That we are willing to poke fun at ourselves as much as we want people to come in and laugh at the shows that we’ve got.” The “You’re Laughing at CBS” tagline will focus on returning hits “Ghosts” and “The Neighborhood,” as well as new “Young Sheldon” spinoff “Georgie & Mandy’s First Marriage” and freshman Damon Wayans/Damon Wayans Jr.

laffer “Poppa’s House.” “We thought this could be a really good time to add another dimension to the brand with what we’ve got in comedy, and bring some more attention to it,” Benson said. “We had this idea that it really started with, ‘You’re laughing with CBS,’ but then I really wanted to be provocative and have fun with it.” As part of the new laffer brand, CBS is also introducing a smiling version of its Eye logo — which it has nicknamed “Chuckle.” (And yes, that’s a sly nod to the “Chuckles the Clown” character from CBS’ “Mary Tyler Moore” show.) “We’ve got this ‘Chuckles’ version of the logo that we want to stamp on all of our comedies, just to show that they are certified as funny,” Benson said.