Animal Planet's new tagline: 'Surprisingly Human'

Animal-PlanetToday, Animal Planet announced its new network campaign and tagline, “Animal Planet. Surprisingly Human.” It continues the brand transformation begun in 2008, to try to get us to forget that it was once best known as the home of the Mario Lopez-hosted Pet Star. (I’m paraphrasing. The network prefers the wording, “Animal Planet is not only about animals…it’s about people…and real compelling human stories made more intense, more fun, more frightening, more alive and more entertaining because of the world we share with animals.”)

The transformation — which, according to the network, has produced 25 months of continuous ratings growth and a seven-year drop in median age in just two years — has obviously been successful. So I’m just nitpicking when I point out that on the new poster for its top-rated series River Monsters (pictured), KILLER FISH is written way too large for it to convince me that it’s not a little bit about KILLER FISH. And that’s okay. It’s KILLER FISH. The network isn’t planning on dressing up SmartCars in NYC the week of the show’s April 25 season 2 premiere as extreme angler Jeremy Wade. They’re gonna be “piranha-themed!” (Enthusiasm totally genuine, by the way. I enjoy seeing a vehicle made to look like an animal. My favorite being when the PBR, Professional Bull Riders, turn cabs into bulls. Makes the walk to work so much more interesting.)

Watch the video promo for the new campaign, featuring River Monsters, Pit Boss, and Whale Wars, below. (Spots will soon air during American Idol, Lost, Survivor, and Dancing With the Stars.) Are you a fan of Animal Planet’s new direction?

Comments (24 total) Add your comment
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  • Vilya

    I don’t want them to go too far. We already have the human element in their staple shows, like all the various “Animal Cops” and training shows. There is a show on there right now called “Haunted” (I think), and there are NO animals in it, other than to say “our dog got spooked by the entity haunting our house.” Wow, way to shoehorn an animal in there so you can claim the show belongs on Animal Planet!

  • John

    Next on Animal Planet, “My Man’s A Dog”. Women confront there significant other’s infidelity.

  • B Ro

    I’m going to have serious nightmares about that fish he’s holding. Yuck.

    • B Ro

      Please no follow ups with “That’s what she said”

  • Katharine Leab

    Dumb Animal Planet. There’s money to be made from grandparents watching with grandchildren, animal lovers — the traditional viewers. Be Animal Planet. Just learn how to appeal to the right advertisers and bring them on board. Otherwise you’re going to lose your traditional audience but still be viewed as being too uncool for the new audience you are seeking.

  • Kat

    I wish they’d bring back Orangutan Island and Escape to Chimp Eden. Especially Chimp Eden – talk about human stories – that show was amazing and so compelling. I just can’t believe what good TV that was, and a lot of it did tell human stories, about the people rescuing/rehabilitating chimps, and about the difference in perspectives between the sanctuary people and many other Africans which had to be fought constantly in order to do the rescues….yikes, sorry for the sort of rant. But that was a great show on a very important topic, and I miss it.

    • Stacie

      I completely agree with you Kat. Those were some of the best shows on AP. Escape to Chimp Eden, Orangutan Island, Lemur Kingdom, Meerkat Manor were the best shows. The last two didn’t deal with humans, but they were still great TV. They got me hooked on these shows and then just stopped airing them. Now on AP I watch It’s Me or the Dog, Animal Cops (sometimes), Whale Wars, and finally they brought Mutual of Omaha’s Wild Kingdom back. Listen up AP, the problem is you guys move the programs from this night to that night, then you’ll pull it for months without warning. It’s your PR that sucks. And as far as this new tagline, um…how can Whale Wars not be about whales? That negates their whole mission. Sea Shepards whole mission is to save whales. Oh yeah, and what happened to that other Pit Bull rescue show? The one with the Red head mom and pretty daughter? I liked that show. That’s AP’s problem; no advertising, (even on its own network to advertise its own shows) lack of organization, and no respect for its viewers. Sorry bit of a rant too, but I feel strongly too.

  • Pastafarian

    What’s up with the sideways “M” anyhow?

    • Cass

      tiger stripes

  • Rachelle

    speaking about the “m” why do they change the color of the “m” in human? and ideas? i think that the “M” is sideways because it makes a cursive “E” for earth…. thats my theory =]

  • tiffany tallyn

    I wish that the would bring back chimp Eden an orangtan island I have adopted a chimp I love animals include mine more than my husband I would kick him to the curb over any animal I love them that much

  • emberstar

    animal planet has been a dissapointment lately. its not about animals anymore! even the slogan says “surprisingly human”! “i shouldnt be alive” isnt about animals, “monsters inside me” isnt about animals, “the last american cowboy” isnt about animals!!! i hate it when people are saying “oh its good because the human stories are compelling!” pleh! i watch animal planet to get AWAY from human pollution and anger. what? are they going to name it HUMAN PLANET next? are they going to put in shows that have an animal in the title but make it have nothing to do with it?(example:“My Man’s A Dog”. Women confront there significant other’s infidelity)

    • Lea

      omg. I completely agree with you. I can’t even bare to watch animal planet anymore because of this.. I don’t watch animal planet to hear people tell terrible stories of how they almost died. I don’t find that compelling I find it annoying. humans truly have taken over the planet and animal planet “suprisingly human” is a perfect reflection of this. why don’t they start making TV shows about the countless animals that are nearly extinct and “almost dying” every day? disappointed in this channel now.

  • emberstar

    animal planet has been a dissapointment lately. its not about animals anymore! even the slogan says “surprisingly human”! “i shouldnt be alive” isnt about animals, “monsters inside me” isnt about animals, “the last american cowboy” isnt about animals!!! i hate it when people are saying “oh its good because the human stories are compelling!” pleh! i watch animal planet to get AWAY from human pollution and anger. what? are they going to name it HUMAN PLANET next? are they going to put in shows that have an animal in the title but make it have nothing to do with it?(example:“My Man’s A Dog”. Women confront there significant other’s infidelity)

  • j

    Ugh, I’m sick of Pit Boss and Whale Wars. It’s great they’re helping animals, but does it have to be an exhibition? Get the human drama crap out of my animal shows plz. I want more animal documentaries where the only human involved is the narrator!

  • Jamie

    I HATE the new Animal Planet and it appears that the people who run the channel hate animals. So many shows are about how scary and dangerous animals can be. I loved the old shows about actual animals. I suspect that the people who run Animal Planet are also responsible for the travel channel which isn’t about travel anymore. Very disappointing!

    • matthew locke

      I feel the exact same way. the new animal planet pisses me off. The old owner of the discovery franchise was so much better. Atleast he cared about animals.

  • Jamie

    I HATE the new Animal Planet and it appears that the people who run the channel hate animals. So many shows are about how scary and dangerous animals can be. I loved the old shows about actual animals. I suspect that the people who run Animal Planet are also responsible for the travel channel which isn’t about travel anymore. And they are probably the same idiots that are now running Syfy which isn’t about sci fi. Very disappointing!

  • Kelli

    Every channel owned by this discovery network has changed significantly over the last few years. Animal Planet is no longer really about animals, History
    Channel has no history, and you definitely don’t learn anything on the “Learning Channel” TLC (which should be renamed the freak channel) etc. Everything is about ghosts or disgusting freak behavior of people. I believe that these channels have been bought out by individuals or groups that hate true environmentalism and real history/science. I believe the aim is to scare and misinform the public or maybe just to appeal to the lowest common denominator of society. Everyone should watch long enough to boycott the companies who still advertise on these channels. I used to enjoy watching these channels with my children, but there is nothing on them now that I would ever allow my children to watch and I find the programming low class and dull witted as an adult.

  • john b

    Yes, I agree with Kelli 100%. I didn’t include this channel or any of the other discovey run channels in my package to watch programs about the dregs of society and there pets or thier tattoos.

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