Looking to amp up its summer TV brand awareness -- which will extend until the fall -- CBS has started up a promo featuring a song from the musician will.i.am.
The promo features a new song "Hello" from his new album and will run all summer long. It will promote the usual summer programming from CBS, and will also spike impressions for its new fall programming.
Lyrics and on-air graphics illustrate a "Say Hello" theme for the network. At the end of a 60-second spot there is an on-air graphic: "America's Most Watched Network," followed by the CBS logo. CBS has referred to its large number of viewers in past promos.
The promo features short video clips of various CBS talent from existing and new programs.
New shows for the fall feature four comedies including "The Crazy Ones," featuring Robin Williams as an off-the-wall advertising executive -- as well as two dramas, "Hostage" and "Intelligence." The latter stars former "Lost" show veteran Josh Holloway as a super intelligence/government officer who has a computer chip in his brain.
For the 2012-2013 season, CBS comes off its first win among 18-49 viewers in more than two decades.