Why Me?

"In a recent campaign to create pre-Emmy buzz among the Academy of Television Arts and Sciences judges, USA Network, New York, mailed out 14,000 “FYC” (For Your Consideration) kits, printed in invisible ink.The kits, promoting the network’s hit espionage show, “Burn Notice,” are the first work from TDA ADVERTISING & DESIGN, Boulder, Colorado, for its new client.

Each slip-covered, 3-panel, hardcover kit holds a UV flashlight and the instructions, “Steps: 1. Use this flashlight to reveal hidden text. 2. Deny you ever used this flashlight.”

Across all three panels, no other words or images are visible, except under black light—at which point photographs of the lead actor and supporting actress, a list of six potential “Drama Series” Emmy nominations, and four press blurbs (e.g. “The show floats along on a spy’s handbook. Narration that sounds remarkably convincing.” – L.A. Times) come into view. Also, tucked into a slot are 4 DVDs with this season’s 12 episodes, plus written synopses.

“Burn Notice,” named for the C.I.A. equivalent of a “pink slip,” is a drama about an ex-spy. The one hour show runs Thursdays at 10 EST on USA Network.

Agency: TDA ADVERTISING & DESIGN, Boulder, Colorado
Creative Directors: Jonathan Schoenberg, Thomas Dooley
Art Director/Designer: Matt Leavitt
Copywriter: Jeremy Seibold
Lithography: Cenveo Graphic Arts Center, Portland, Oregon"