“Ugly Betty”: Brighter, bolder, Bettyer promos

I am loving the promo for “Ugly Betty.” If you haven’t seen it, here it is on YouTube.

Betty struts through a park while the other characters show her loads of love, something that doesn’t always happen to our little heroine. Then she snaps out of that dream by crashing into a glass door, in a moment reminiscent of the scene from last year’s pilot episode that made me giggle no matter how many times I saw it. The promo is bright and breezy and fun with a terrific original song, “Big Girl (You Are Beautiful)” by Mika. And the “Brighter, Bolder, Bettyer” tagline is simple, yet perfect.

I spoke with “Betty” creator/exec producer Silvio Horta who was beyond pleased with the result: “The promo looks fantastic. We all heard the concept but were completely blown away when we saw the finished product.”

In my opinion ABC has really left the other nets in the dust when it comes to this year’s promos. Up until about a week ago the only billboards and bus signs I saw were for ABC shows. I’m slowing starting to see some NBC and CBS presence but have yet to notice any CW ads beyond “America’s Next Top Model.” Fox is hamstrung because they need to wait for postseason baseball so I’ll give them a break.

And although I have filled my summer TV viewing hours with cable dramas, sports and reality shows, I have tuned into each network on a regular basis and again find ABC way out ahead with their TV spots for not only “Betty” but “Dirty Sexy Money,” the brilliant “Pushing Daisies” and their comedies “Samantha Who?,” “Carpoolers” and “Cavemen.” Way to go Alphabet.

I’m not saying there aren’t ads out there for the other nets; I just haven’t noticed them — which isn’t a good sign. I know some shows are focusing on digital promos but those also are not something I’ve run across. We’ll see if that changes as the premieres get closer.

— Kathy Lyford

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