BooneOakley Touts Rather’s HDNet Debut

DALLAS BooneOakley’s ads for Dan Rather’s debut on satellite network HDNet depict a microphone that resembles a hand grenade.

The full-page print ads that broke today are the first work by the Charlotte, N.C., agency for HDNet. Based in Dallas and led by chairman Mark Cuban (owner of the Dallas Mavericks NBA team), HDNet broadcasts in high definition only.

After leaving CBS News this year as its longtime anchor, Rather joined Cuban’s network, where he will have full editorial control of a weekly show airing Tuesdays at 8 p.m.

Print ads do not show Rather, but feature text under his name that reads: “Always provocative. Always powerful. And that was before he had editorial control.”

Dan Rather Reports is the network’s first major original series. Ads are design to trumpet the show and underscore HDNet’s commitment to serious programming, the agency said.

The ads target a well-educated audience, and appear in The Wall Street Journal, The New York Times, USA Today, The Los Angeles Times and Philadelphia Inquirer. They work will also target the media via TV Week.

Production credits go to creative director John Boone, creative director and copywriter David Oakley, art directors Eric Roch von Rochsburg and Brian Fink, and copywriter Dave Smith. R.J. Muna of San Francisco handled photography.

BooneOakley is an independent agency whose other media clients include HBO Video.

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