Fallon Urges PBS Viewers to 'Be More' in Ads

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Two years after launching its award-winning debut campaign for PBS, Fallon, Minneapolis, is set to break a new effort meant to further differentiate the network from its cable competition.

Debuting Aug. 5, the TV campaign introduces a new tagline “Be more,” which replaces “Stay curious.”

“The one thing that sets PBS apart from other cable channels is that there’s more substance to PBS’ core programming,” said Bruce Bildsten, associate creative director at Fallon.

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