Turner’s truTV’s is launching a new brand campaign reinforcing its recent programming transformation to a home for comedy-driven reality and scripted series, including introducing a new tagline —  “Funny because it’s tru.”

When CourtTV was relaunched as TruTV in 2008 with the tagline “Not reality. Actuality.”, its slate featured a mix of the trial/crime coverage of its predecessor and largely-derivative reality series. The net started moving away from that and towards creator-driven comedies in 2014 under a new tagline, “Way More Fun.” TruTV is now hammering home the message with its new brand campaign, launching today, which includes new promos featuring the new “Funny because it’s tru” tagline.

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The multiplatform campaign, created in collaboration with truTV’s new agency partner WorkInProgress, showcases creators/stars from the network’s shows such as Impractical Jokers, Adam Ruins Everything, Those Who Can’t and Jon Glaser Loves Gear. The video spots, helmed by comedy director Jake Szymanski (Mike and Dave Need Wedding Dates) take on the the cliches of network television promos. The stills were shot by photographer Andrew Eccles .

“‎Executing this new campaign required more than a clever concept, witty direction and talented stars and collaborators,” said Puja Vohra, executive president, marketing and digital for truTV. “It required a creepy clown, an overzealous wind machine, a clawfoot bathtub and 200-ish pounds of gold Mylar. And fortunately, we had all of that. Not sure why, but we did.”

Here is one of the new TruTV promos: