Discovery Channel Marketing Campaign (Boom De Ya Da)

I know this seems stale, cos the marketing campaign had already been around for almost half a year, but I still like the whole feel it has created.

The 1st is the commercial (Boom De Ya Da), where they had a very nice, catchy theme song; I suppose it will stick around for ages, since it really feels like a theme song. For those who did not realize, none of those documentary-channels (NGC, Animal Planet, etc) had a theme song. Not even a theme tune. They had theme colours, logos and programme lineup, but not a theme song. So in this case, Discovery had pwned them.

The 2nd is the commercial (sorry for the low-def, cos apparently it was not as popular as the Boom De Ya Da commercial). It works on the same tagline “The World is Just Awesome”, where it introduces the lineup of programmes (which I suppose is relatively new to the channel) available.

Similarly, the Na Na Na is just too catchy. Coincidentally, the programmes the ad introduces were the same as those Man-Day programmes, meaning, all the programmes were ‘manly’, so I suppose it isn’t really targeting at the female audiences (I haven’t seen a marketing campaign of an all-genre product targetted at male audiences for ages).

I mean, look at all the explosions and bug-eating, skydiving scenes, not including the fact that the hosts were all men.

But come to think of it, except for Mythbusters, I don’t recall Discovery Channel having a FEMALE host. Anybody had any idea??

On the other hand, Discovery Travel and Living had a wide range of female hosts, the males being the few, like Ian Wright and… Ian Wright. I don’t even know if Anthony Bourdain, or even Jamie Oliver, belongs to DTL.

And then, I also realize that I don’t recall (even significantly) NGC having hosts for its programmes, not even those freelancing ones (Jamie). Now that I did a comparison, I am beginning to see the paths that Discovery and NGC are taking. But while NGC is excellent at doing proper documentaries, I must say Discovery is better in terms of balancing mainstream and non-mainstream needs, thus explaining its ability to diverse into all the various channels.

On a side note, I found that despite the programmes being ‘Manly’, when one watches the shows, they can find that the hosts/protagonists actually reveal streaks of boyish-ness (frequently). The gleaming smile, the excited anticipation and the sense of overwhelmness upon seeing explosions were all so typical of boys. In fact, I think they were all reliving the joy of being boys and doing things they wanted to do, but weren’t allowed to do as boys.

Agreed?

I guess that’s how they are attracting the male audiences…

Whatever.

Here are the 2 commercials I was talking about.