Martin Creates Lessons for Learning Channel

ATLANTA The Learning Channel said it is introducing a campaign today from its new ad shop, The Martin Agency, that will promote the cable network’s programs and brand the channel as the destination for educational programs.

The Interpublic Group shop in Richmond, Va., produced 11 new television spots for the campaign. All but one of those commercials was made in 30- and 15-second versions. The remaining ad, dubbed “Anthem,” was made in a 60-second and 30-second version. The campaign includes print, outdoor and Internet work.

Martin developed “Live and learn” with the client as a new tagline for the network.

In each TV spot, people discuss lessons they’ve learned during their lives. For example, one man says he learned that not everyone is interested in photographs of his baby when he gets a black eye in a men’s room after asking the man at a urinal next to him if he wanted “to see something awesome.”

Some of the ads promote programs on the network, including What Not to Wear, Shalom in the Home and Honey, We’re Killing the Kids. Other spots brand the network as the place to learn while having fun by offering the fictional “Life Lessons” series of ceramic figurines. The collection features life lessons such as “Merlot and e-mail don’t mix” and “Some things never come back in style.”

“Our new campaign promotes more than our shows,” said Derek Koenig, senior vice president of marketing at TLC. “The goal is to showcase what TLC stands for from the 30,000-foot level.”

The television spots begin running today on TLC, Discovery Channels, Oxygen, Comedy Central, FX, VH1, E!, TBS and Fox Reality.

This is Martin’s first work for the network since winning the account late last year after a review. Spending on the campaign was not disclosed.