NBC is using mock 911 calls in a series of radio ads to promote the Monday launch of “Trauma,” reports The Hollywood Reporter.

The ads, running in two-minute blocks on radio stations in the top 13 markets, feature a fake call to 911, followed by voiceover from a responding paramedic.

According to the report, Adam Stotsky, president of entertainment marketing for NBC said, " ‘Part of the trick with radio is to break though and engage. This is the lost art of radio storytelling.’ "

–Elizabeth Jensen