/// AMC Rolls Out ‘Something More’

April 1, 2013  |  Media Week

As AMC prepares to transition from the zombie hordes of post-apocalyptic Georgia to the emotionally stunted suits of late-‘60s Madison Avenue, the network on Sunday night made a somewhat less abrupt shift in its on-air branding. In a five-second bumper that aired immediately before the 9 p.m. EDT Season 3 finale of The Walking Dead , AMC took the wraps off a new logo and tag line. “AMC: Something More” replaces the four-year-old “Story Matters Here,” which was adopted as the network looked to herald itself as a home for original scripted fare. Now that zeitgeist series such as Mad Men , Breaking Bad and The Walking Dead have cemented AMC’s status as one of television’s premiere programming outlets, the network appears to have outgrown the old tag line. Whereas “Story Matters Here” was designed to bridge AMC’s drama series and its movie library, “Something More” is meant to speak to the network’s promise to deliver shows that defy expectations. In some ways, the new tag line is an echo of a certain premium network’s hoary old humblebrag, “It’s Not TV. It’s HBO.” “‘Something More’ speaks to the idea that we’re going to go a little deeper and we’re going to take a twist where you don’t necessarily expect it,” Linda Schupack, AMC’s evp of marketing, told Adweek, adding that future executions will treat the “More” as something of a placeholder. “The idea is that we are ‘Something Innovative,’ ‘Something Engaging,’ ‘Something Immersive.’ All of which then rolls up to ‘Something More,’” Schupack said. “Because the thing about this brand is, we are eclectic , we are not just one thing .” Along with the new tag, the network has also made some subtle adjustments to its logo

AMC Rolls Out ‘Something More’

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