The evolution of IFC is complete.

In January of this year, the network announced that its name is officially no longer an acronym for “Independent Film Channel” – now, the letters stand for nothing. It was an exclamation point on IFC’s transition from a one-time purveyor of commercial-free under-the-radar films to a purveyor of under-the-radar television series, many of which have become above-the-radar thanks to savvy marketing efforts and a wacky content sensibility that has found a solid groove.

With its lettering orphaned and its programming now focused on alternative comedy hits like “Portlandia” and “Comedy Bang! Bang!,” the time had come “to give IFC a little facelift,” said Blake Callaway, IFC’s EVP of marketing and digital media, in a statement Tuesday announcing a brand refresh for the network. “The new brand design is not only a great look,” he continued, “but it also allows us to apply our uniquely offbeat sensibility to everything we do – show promotions, movie promos and even the boring stuff like ratings disclaimers will have our unique take.”

But while all these changes are neat and timely, it is IFC’s cheeky new approach to sales partnerships that may be the most important in the long run. “Our audience knows they’re watching an ad so we have fun with it,” reads Tuesday’s announcement, a claim the network is backing up by cleverly tweaking advertising spots with riffs filtered through its own unique voice. One reimagines the film “Scarface” with “What if Scarface was a sitcom?”

For instance, one new sponsor offering, called “30 Seconds of Cuteness,” places an advertiser’s product amidst a playful bunch of puppies (or kittens), “because who doesn’t love puppies (and kittens) and wouldn’t stop to watch them?!” reads the announcement. A second offering, dubbed “Commercial Replay,” is a back-to-back airing of a sponsor’s commercial with a second airing featuring “slightly off” IFC commentary.

Whether these innovations bear fruit remains to be seen, but they sound like a lot of fun, and it’s becoming increasingly common for advertisers to poke fun at themselves in their spots. IFC is now building that sensibility into its integrations. In keeping with this spirit, the network’s ad sales division is even launching its own Twitter handle, @IFCAdSales, to communicate with clients about network successes, events and more.

“The brand refresh is… a chance to remind everyone that IFC is different,” said Callaway. “We think different is the way to be. We don’t take ourselves too seriously and we like to keep things playful with no pretense or posing. Nothing is off limits as long as it’s funny and keeps people talking.”

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