An edgy dance beat; lots of cool clips and snappy dialogue from upcoming fall shows; and a seemingly obvious marketing line. What do you have? A network brand campaign, of course.
Fox
calls this one "So Fox."
All this gives the l
eading broadcast TV network the stage
to riff off of that simple marketing line -- "So Bold," "So Uncensored"," "So Wild," "So Sick," "So Explosive," and on and on.
Explosions, action scenes, and witty conversations from old
and new shows are part of the 60-second marketing message. But all this doesn't tell me where Fox is going, only where it's been.
That's not necessarily a bad thing.
"You better
have one helluva plan, Michael," says Dominic Purcell's Lincoln Burrows character of "Prison Break," about Michael Scofield (played by Wentworth Miller) in one clip.
Okay, we kind of
figured that out, something that has been part of the show's theme since day one -- Scofield having yet another plan to break out of prison or extract someone from someone else's clutches. Yet,
something to look forward to.
Perhaps the only interesting bit was at the end, a "House" clip that suggested Dr. James Wilson (Robert Sean Leonard) may be leaving Princeton-Plainsboro
Hospital. (A vacation? Off the show, perhaps?).
Now, with all due respect, it is difficult find to a single common theme among a diverse bunch of network shows -- for any network. Maybe all
this is why networks have avoided brand campaigns for the most part in recent years.
Later on this month, ABC will have its own hands full doing a specially produced network brand
campaign, with performers from all its shows participating.
Right now, the question is whether Fox, the leading network among all viewers and 18-49 viewers, can count on these particular
messages to get non-Fox viewers who don't watch its shows to start tuning in: So daring? So intense? So amped?
So expected.
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