• TV Week, Tuesday, February 27, 2007 11:15 AM

NBC is launching a multimillion-dollar advertising campaign to re-brand its Thursday prime-time lineup as "Comedy Night Done Right." The promotion is its first nightly branding effort since the 1990s "Must See TV." It comes at a time when broadcast networks have largely eschewed national mottos.

"We still have campaigns for individual shows, like 'Save the Cheerleader, Save the World' for "Heroes," but this is the first one we've done for a whole night since 'Must See,'" says Vince Manze, president and creative director of The NBC Agency, the network's in-house marketing company.

"It has all the great ingredients: It says there's a night of comedy and, of course, it rhymes." The Peacock Network is hoping the effort will bring viewers to its Thursday comedy block, reconstructed in November after years of cycling reality shows into the 9 p.m. hour. Although it is currently in fourth place for the season, the net has been on an upswing so far this year. Execs hope the current Thursday lineup can reclaim past glory.

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