Discovery Channel Know More Than You Should

Discovery Channel has just launched a campaign of quirky TV adverts around the theme, “Know More Than You Should”. Four TV spots: Antlers, The Rancher, Transporter and Milk Truck – tickle the mind. In Antlers, a businessman walks the streets, the only person in sight without antlers in his head. In The Rancher, we meet a cowboy with telepathic abilities – consoling a bullied beast. In Transporter we see two halves of a woman caught out during a scientific experiment gone wrong. And finally Milk Truck: a woman’s capacity for predicting the future. They’re all on the Discovery Channel site in shockwave flash form. Take a look and vote on your favourite video.

Discovery Channel Squirrel in TV advertisement

Discovery Channel Milk Truck

A woman witnesses a chain of events and predicts that soon there will be a lot of cats. And she’s right… Click on the image below to play the video.


The Know More Than You Should campaign was developed at Nicebigbrain, New York, an entity formed by executive creative director Jim Jenkins, with copywriter Kenny Herzog, art director Jim Larmon, agency producer Ralph Laucella.

Filming was directed by Jim Jenkins via Hungry Man, New York, with director of photography Ramsey Nickell, executive producer Stephen Orent and line producer Ralph Laucella. (Note: Jenkins and Laucellla left Hungry Man in April to form O Positive).

Editor was Chris Franklin at Big Sky Editorial, New York, with graphics director Liz Bartucci, and online editor Miky Wolf. Sound was designed by Chris Franklin and mixed by Rob Difondi at Sound Lounge, New York.