NBC took the wraps off its on-air marketing campaign for “The Tonight Show with Jay Leno” on Wednesday night, airing a promo during the 9 p.m. hour of Winter Olympics coverage.

The spot mimicked the ad that NBC aired during the 2009 Super Bowl, promoting Leno’s move into primetime. This time out, it’s the same setting — Leno cruising down the Pacific Coast Highway, with the number “10” on the side of his Cobra car.

But this time, the “10” eventually flies off — leaving the number “11:35” instead. Yep, NBC’s going tongue-in-cheek, using the same exact promotion to announce Jay’s return back to the “Tonight Show.” 

In the background, the Beatles’ “Get Back” accompanies the spot.

A few images:




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