FX has come a long way since "TV made fresh daily." That was the tagline the basic cable network used when it launched in 1994, largely as a purveyor of daytime programs. Since then, the network has gone through a few iterations, recently emerging as an outlet known for dark dramas.

Although FX has aggressively marketed marquee shows such as "The Shield" and "Nip/Tuck," it had done little to publicize its new identity until Tuesday, when the network unveiled a lavish new branding campaign. The new tagline: "There is no box."

The multimillion-dollar campaign, which officially kicks off during next week's episode of "Nip/Tuck," seeks to encapsulate the "cliche-busting quality" of its series, said John Landgraf, president of FX Networks.

The 25 promotional videos play with the notion that some shows don't follow staid TV formulas.

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