A&E Distances Itself From Duck Dynasty With New Ad Campaign

By Brock Swinson | Monday Monday Staff -    2017-08-21

A&E Changes Their Look With New Ad

New Shows | Photo Credit A&E

Not long ago, A&E lived off of Duck Dynasty. Now, however, they seem to be focusing on shows like Scientology and Aftermath as they focus on a different type of storytelling and a different audience altogether.

Generally speaking, it’s pretty obvious when a show doesn’t really fit a network. Mr. Robot, for example, was built for HBO or maybe AMC, so it hardly seems adequate for USA where the series calls home.

The network is trying to completely change itself with these new shows though.

No Longer The Duck Dynasty Network

Duck Dynasty | Photo Credit A&E

The Hollywood Reporter writes:

“A&E is officially shedding its image as the Duck Dynasty network. In a new advertising campaign, the cable network is rebranding itself as a platform for serious storytelling. Drawing on key talent like Leah Remini from its Emmy-nominated series Scientology and the Aftermath, A&E is leaning into its stable of unscripted programming — including Live PD, Born This Way, Elizabeth Smart: Autobiography and Wahlburgers — in what the company is dubbing its “Brave Storytellers” campaign.”

“The campaign will feature a collection of brand films called Look Closer: Brave Storytellers that showcases A&E’s individual storytellers — among them Remini, Donnie Wahlberg, Steven Clark, Kevin Lawrence and Elizabeth Smart — as well as a billboard that highlights each of the stars and their respective shows with the tagline We Are A&E…”

“Fearless, Factual Storytelling…”

Duck Dynasty | Photo Credit A&E

The CEO Nancy Dubuc came up with the tagline in an effort to showcase the company’s overall programming change. Duboc also named Amanda Hill the network’s new CMO.

Amanda Hill said, “In a world exploding with disposable short form stories, the cultural value of exceptional and brave storytelling has never been higher. A&E has always been and continues to be home to some of the most fearless, factual storytellers and crafts people in the world,” said Hill. “It’s only by looking closer that we see.”

What do you think of this change for the network?

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