TVW mixes serious civics with goofy retro ads

• "If you're one of the many folks who don't know what their government's up to, we have a deal for you!" Wild Bill Gavelston, an anonymous TVW spokesperson in sunglasses and a cowboy hat, declares in one of the ads.
• In the latest spot, Bill — whose real-life identity the network won't disclose — keeps up the pitch, telling viewers not to forget about TVW just because the legislative session is over.
• "Still think we hibernate during the interim? TVW ain't a bear, partner."

One of the retro-style ads (for the new Court TVW channel) is nominated for a regional Emmy.

What they're saying: Renee Radcliff Sinclair, TVW's president and CEO, told Axios that the network is always looking at ways to draw viewers, including by using humor.

• "So, the work we do at TVW is very serious, but we try not to take ourselves too seriously," Radcliff Sinclair wrote in an email.

One thing the network is serious about, though? Not revealing the man behind the mustache.

• "Do Superman, Spiderman, Captain America, Iron Man, or the Hulk reveal their true identities? No, they do not. In other words, he's every man," Radcliff Sinclair wrote.

What's next: Look for more kooky Wild Bill ads — TVW says they're probably not done yet.