Sometimes in TV, the simplest messages are the most effective.
That’s certainly the case in this promo for CBS’s upcoming "NCIS: Los Angeles," which brilliantly marries humor and brand association to give viewers the word that there’s a new "NCIS" team in town. Airing in theaters and on TV, the trailer starts with "NCIS" goth chick Abby Sciuto — or maybe it’s her real-life counterpart, Pauly Perrette– purposely strutting across a downtown Los Angeles sidewalk while a rock remake of the Bee Gees’ "Stayin’ Alive" plays in the background.
We then see "NCIS: LA" stars LL Cool J and Chris O’Donnell also doing a John Travolta thing, all while following closely behind Perrette.
If not properly executed, it could’ve come off as a creepy stalker thing. But instead, the music and humor provide a perfect punchline that lets viewers know when the new "NCIS" will be on. Check it out: