Fox Cooks Up First ‘Idol’ Promo With Show Winner

By Josef Adalian

For the first time, Fox is using a former “American Idol” to promote a new season of its monster hit.

Reigning “Idol” David Cook has filmed a promotional spot for the show that will begin airing this week, Fox marketing chief Joe Earley told TVWeek.

"American Idol" Promo

Mr. Earley said the ad begins with the singer about to go on-stage to perform his new single, “Light On.” After rewinding through images of his current life—limos, parties, paparazzi—Mr. Cook is seen lying in bed, dreaming about how his “Idol” voyage began.

Viewers then see clips from Mr. Cook’s appearances on the show, including “Idol” judge Paula Abdul asking him, “Are you the next ‘American Idol’?”

“He then steps on-stage, and when he starts singing, you get that rush,” Mr. Earley said.

Mr. Cook spent a whole day shooting the spots for Fox, which is expected to run them several times over the Thanksgiving weekend. The benefit for Mr. Cook, of course, is promotion for his new album, which was released Nov. 18.

While Mr. Cook is the first former “Idol” contestant to cut a promo for the show, he might not be the last.

“We’re looking at doing some spots with some other past ‘Idol’ contestants,” Mr. Earley said.

The spot with Mr. Cook is one of several Fox is planning to air over the holiday weekend as it gears up promotion for the Jan. 13 return of “Idol.”