Starting Monday, September 7, ads with House being wrapped in a double helix position will be debuted in promotion of the show's sixth season.
FOX has given the first look into their "House M.D." ad campaign that makes use of Hugh Laurie's "Snakes on a Cane" idea. In the ad that imitates The Caduceus symbol used in medical field, House literally is wrapped by two pythons and is attached to wings. The tag, meanwhile, is read "incurably himself".
The ad was shot over the summer, using real snakes which Laurie joked about. "I remember Hugh asking the snake wrangler if the snakes had names. He replied, 'No, because they don't come when you call'," said Exec Producer Katie Jacobs. The actor came up with the idea in Spring when he thought about the phrase "snakes on a cane" and quickly sketched a symbol to be presented to FOX's marketing department.
Approved by the network, the ad becomes part of the summer-long guerrilla marketing promotion for season 6. Beside being featured on and off air, the ad will invade the show's official site and the street of Los Angeles. The network will have a vintage ambulance driving around the city bearing the symbol and information about the show.
Such huge campaign is not common for a show which has established itself in the TV community. "Teaser campaigns are usually reserved for Year 1 shows," Joe Earley, FOX's executive vice president of marketing and communications, said. However, "given how brilliant it is, it's intrigued people in a new way," Earley added.
"House M.D." comes back September 21 with two hours premiere.