Easily disturbed? Repulsed? Provoked? Outraged? Addicted?
Then steer clear of AMC’s Preacher. That’s the premise behind the network’s out-of-home and social marketing strategy for season three of the dark comedy/drama.
AMC worked with Duke Aber on the campaign, which includes photos and videos with a new slogan: “Don’t Watch.” It features main characters from the show warning viewers about the emotions they’re likely to experience when viewing.
“Preacher is incredibly clever, unabashedly weird, extraordinary entertaining and unlike anything else on TV. It’s not necessarily for everyone, but the fans of Preacher get it and love it,” Linda Schupack, EVP of marketing, AMC and SundanceTV, told Adweek. “So we wanted to lean in to the outrageousness of the series with an irreverent attitude that felt very true to it.”
Based on the comic book franchise of the same name, the series follows West Texas preacher Jesse Custer (Dominic Cooper), his ex-girlfriend Tulip (Ruth Negga) and Irish vampire Cassidy (Joseph Gilgun) on a roadtrip to find God that takes them on a twisted battle spanning heaven, hell, and everywhere in between.
In season three, Jesse’s quest takes him back to the place he’s been avoiding his whole life: home. The trio returns to Angelville, the Louisiana Plantation where he was raised, and find old grudges and deadly obligations await.
The show doesn’t shy away from weird, trippy scenes, and dark humor—which is why the slogan works. As Schupack puts it, the show is not for everyone.
“The tongue-in-cheek warning is actually a real invitation, both to existing fans of the series and potential fans,” she said to Adweek. “On some level, it warns those who would not necessarily enjoy this particular content.”
For those who intend to not heed the warning, season three of Preacher premieres June 24 on AMC.
READ MORE: Adweek