It’s not every day that a network decides to reveal a premiere date by melting down a giant block of ice.
It’s more like once a month.
For the season three return of Angie Tribeca, the detective herself (Rashida Jones) “came up with the idea of freezing herself as part of a big announcement months ago—long before anyone else thought of anything even remotely similar,” TBS said in a press release.
The network documented her thawing out in a 35-minute Facebook Live video, where blowtorches and a urinating canine all contributed to the melting process before she emerged, alive—after standing frozen for the past two months—and revealed at 1 p.m. ET Monday the already announced news that season three would premiere later that evening at 10:30 p.m.
Featuring a nun “shaming” the dog for relieving itself on the ice block, and Tribeca’s eyes fading to an icy blue at the end, the tongue-in-cheek marketing stunt didn’t shy away from Game of Thrones references, highlighting a previous premiere date reveal on which the stunt was in no way based.
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In case there’s any doubt, TBS included a disclaimer: “Any similarities to melting-ice stunts presented on Facebook Live by other cable networks are purely coincidental. If ‘coincidental’ means ‘copying.’”
Client: TBS, Angie Tribeca
SVP Brand Creative: Bret Havey
Sr. Creative Director: Jonathan Quick
Sr. Writer Producer: Matt Day
Production Company: Stun Creative