TLC is rolling out a new multimillion-dollar brand campaign and tagline, “Everyone needs a little TLC”, via print spreads and on-air spots across key media outlets nationwide, the network said today. They include People magazine, US Weekly, USA Network, E!, A&E, TNT, TBS, ABC Family, Dish and DirecTV as well as Discovery Communications’ portfolio of networks.

“The tagline ‘Everyone needs a little TLC’ speaks to our mission of bringing viewers the content and experiences that resonate with their lives, and give them a chance to satisfy their fascination with the unknown and understand the larger world around them,” explained TLC GM Nancy Daniels. “TLC’s brand promise hasn’t changed – sharing remarkably relatable real-life stories without judgment, and we’ll continue to be the best destination to find the extraordinary in the everyday.”

The print campaign features a “family portrait” of TLC’s most recognizable talent. The TV campaign “The Moment” spotlights the range of surprising life moments filled with heart, humor, hope, and human connection present throughout TLC’s hit series, the network says. The brand campaign follows the on-air refresh that was launched in late May incorporating the tagline and a new color palette.

Mike F.
2 months
Horrible tagline. I immediately thought that they were referring to shows about little people.
anon
2 months
Could the redesign be any more bland? I guess the overarching design concept was "clean", as in,...
Anonymous
2 months
Brilliant.