FX rebrands with new campaign, tagline


News Corp.’s FX network is launching a new branding effort with tagline "There is No Box." The campaign will be unveiled in spots aired during "Nip/Tuck" next Tuesday, according to FX President John Landgraf. The goal is to build awareness of FX as the home for "a certain kind of cliche-busting quality," Landgraf told reporters during a preview of the new spots yesterday.

The spots and campaign will be seen across News Corp. properties, including a 60-second spot at the Super Bowl.

Images from FX series are accompanied by captions that make such statements as "There is no hero," "There is no villain," "There is no miracle cure," and "There is no laugh track."

Besides "Nip/Tuck," the network’s series include dramas "The Shield," "Rescue Me" and "Damages"; the comedy "It’s Always Sunny in Philadelphia,"; and the unscripted "30 Days."

Landgraf downplayed the impact of the WGA on the network’s programming rollout, according to an AP story. A full season of both "The Shield" and "30 Days" are in the can, he said, with half seven episodes each completed for "Dirt" and "The Riches." However, "Sunny," "Damages" and "Rescue Me," have no scripts written as of now.