• May 12, 2004

The Discovery Channel is highlighting the unforeseen consequences when the information provided in its programming becomes too much of a good thing through a new on-air brand marketing blitz that cautiously encourages viewers to "Know More Than You Should." Using sly humor, offbeat imagery, the power of surprise and a decidedly tongue-in-cheek attitude, the new campaign breaks on Monday, May 29. Designed to extend the momentum begun with 2003's "Entertain Your Brain" campaign, the new effort highlights the balance of intelligence and entertainment inherent in Discovery's programming and then turns these concepts upside down. The four spots highlight the unforeseen consequences of "knowing more than you should" about everything from time travel and teleportation to the nuances of telepathic cattle herding. The new brand ads will run concurrently with an array of program-specific marketing efforts supporting new series and signature specials such as BIG and AMERICAN CASINO and the perennial favorite SHARK WEEK, as well as other key summer premieres.