TBS is unveiling a $50 million campaign to rebrand themselves (slogan: "Very Funny") as the place to go for comedy programming.

The centerpiece of the campaign is commercials featuring TBS operators taking calls from viewers and deciding whether or not they have seen something funny. Sample spot:

OPERATOR: This is 1-800-TBS-FUNNY. We're "very funny!" How can I help you evaluate the comedic value of an experience you've just had?


CALLER: Hi. I'm spending about $50 million to have my cable channel repositioned as the definitive source of comedy programming.

OPERATOR: Well, what about Comedy Central?


CALLER: Shit, I hadn't thought about that. Is that funny?

OPERATOR: Very tragic!

TBS as a Place for Laughs [NYT]
Tonight on TBS: Payback [TBS.tv]