Discovery Channel unveils brand ads

The Discovery Channel is running its first major branding campaign for four years to promote its new positioning, encapsulated by the strapline: "Got to know."

The consumer campaign, which was developed in-house, will initially run in cinemas in the Greater London area, on plasma screens in bars and on the Discovery Network. It may then be rolled out on to national and global television. The media strategy is through Starcom Motive.

The 60-second cinema and plasma-screen ad, set to break next week, illustrates natural human curiosity.

Three on-air executions - "milk", "mummy" and "airport" - show people in everyday situations who find their curiosity getting the better of them. In one, a father feeding his baby with breast milk from a bottle is caught tasting it by the baby's mother.

The other executions use footage recorded by a camera in a box with a large arrow on it, which filmed the reactions of curious passers-by.

The consumer campaign will be backed by trade press, online activity and programme-specific campaigns promoting new commissions.

The campaign is the first creative work from Discovery Network since it took its account out of Hooper Galton last September. The move followed a controversial poster campaign promoting a programme on terrorism.