ABC knew that promoting their Monty Python-esque new series wasn’t going to be easy. Mostly because medieval, musical comedies never really are.
The campaign for Galavant had to achieve that perfect balance between appealing to ABC’s established Sunday night audience and attracting a younger, cheeky crowd. The spots, one of which was a music video set to Meghan Trainor’s “All About that Bass” that aired in the American Music Awards, set the right kind of playful, silly and slightly bawdy tone.
ABC – “ALL ABOUT THAT BASS” :60
ABC – “NOW CLASSIC REVIEWS” :30
ABC – “ALL MEN MUST DIE” :15
Mission accomplished! Galavant opened to strong ratings that were way above projections, becoming one of the highest rated new comedies of the season.