In 2011, Spike began to undergo a major shift in its original programming strategy, with a larger focus on reality series (exemplified by a new slogan, "Get Real", soft launched later that year). The changes were hailed by a new programming slate for the upcoming season, with series such as "Bar Rescue", "Car Boss", "Coal", "Ink Master", "Repo Games", and other new unscripted pilots announced during its upfronts. Spike executives explained that they wanted to evolve the network's brand by targeting a broader audience of males 18–45 years old, and shifting away from the overtly masculine imagery — described as making the channel more akin to "Esquire" magazine than "Maxim". A promotional campaign emphasized adversity as a common theme in Spike's programming.