Early on during last night’s MLB All-Star Game on Fox, the network took advantage of the number of eyeballs watching the game to debut their very first promo spot for The X-Factor, their new singing competition debuting this fall. And if there were any doubts before last night as to how Simon Cowell’s new show would attempt to differentiate itself from the newly nice —some would say toothless— American Idol and NBC’s ultra-positive show The Voice, they were eradicated approximately one-minute and seventeen seconds into this two-and-a-half minute long promo.
The promo begins in a hazy, fog-like state, with The X Factor judges Cowell, Paula Abdul (who, btw, is Botoxed to the gills), L.A. Reid and Nicole Scherzinger presiding over a parade of terrible singers. If things don’t seem quite right, it’s because they aren’t: No, the X-Factor contestants aren’t going to be horrible, and no, Simon Cowell hasn’t traded in his trademark skintight crewneck tees for a cabled pink sweater because this is all a nightmare! By now, the spot intimates that we should know that Cowell would NEVER be seen driving a wussy, electric Chevy Volt (Side note: weirdest product placement in a long time, right?); rather, he’s the kind of guy who rolls around downtown L.A. with X-FACTOR vanity plates on his $1.5 million Bugatti Veyron EB. And while he’s working, he’s not here to make friends; instead, he’s here to roll his eyes condescendingly at Paula Abdul! In short, he’s still the same A-hole S.O.B. he’s always been (which is something that Cheryl Cole would certainly confirm).
And that, Fox is betting, will be enough to get people to tune-in when The X-Factor debuts on Wednesday, September 21. Will they be right? Well, we’ll have to see now, won’t we?