 The launch was accompanied by a new advertising campaign, "The World is Just Awesome", which featured scenes of Discovery personalities singing an adapted version of the song "I Love the Mountains".Discovery Channel president John Ford explained that the campaign was intended to "showcase our earned place in the greater pop culture landscape".In August 2013 (coinciding with "Shark Week"), the aforementioned monogram became the main on-air logo as part of a new imaging campaign, "Grab Life By the Globe", which was designed to emphasize the channel's current focus on personality-driven programming.