WE THE BOLD

For over a decade, USA had been defined by its Characters Welcome tagline, as the home to quirky blue skies shows like Monk, Psych, Royal Pains, etc. But (along with audiences’ tastes) our programming had shifted to darker, more serious shows like Mr. Robot. So we needed new expression of the USA brand. One that still reflected the new characters on our network.
 

We wanted to make it clear that “bold” was referring to our content and characters, not ourselves as a network. 

So to launch our new tagline, I wrote a series of character-narrated, show-specific anthems, each interpreting “boldness” through the lens of their world.

And who better to launch the campaign (and get us social buzz) than Rami Malek as Elliot, the protagonist narrator of USA’s breakout hit, Mr. Robot? 

...before eventually putting all the pieces together in an all-encompassing brand sizzle spot.

It was important to have a tagline that worked for our shows on an individual and collective level. By preceding “WE THE BOLD” with other “WE-THE-adjectives,” we were able to create brand spots that felt specific to and reflective of our varied content.

The tagline also allowed us to do genre-specific sub-brand spots, like when we wanted to highlight the network’s growing unscripted slate.