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Case study: 'better call Saul' campaign stoked record debut.

Just barely out of the womb, boutique TV promo agency Denizen landed one of the hottest new shows, AMC's "Better Call Saul," and crafted a trailer that blew up the already buzzy property.

Shifting interest from "Breaking Bad" to its offspring presented the first challenge. Just as important was dealing with the complications of a title evoking the well-known sleazy attorney, a person known as Jimmy, not Saul, in the prequel.

"One of the inherent challenges in the prequel is he had a different name, " says David Gold, principal-creative at the barely year-old Studio City-based Denizen. "Why call Saul? We needed a moment early on that put that out."

And they alerted potential viewers that they didn't know Jimmy.

"Saul was the comic relief in 'Breaking Bad.' We needed to show a dark slant, how a regular lawyer rises up that ladder," says fellow principal-creative Robert Mape. "We put Jimmy in a Walter White position, a good guy who grows into what he was with Walter."

"Saul" launched as the highest-rated scripted series in the 18-49 demo premiere in basic cable history. The trailer debuted six months before the February premiere and racked up more than a million views on YouTube. It's been a quick trip for Denizen, which prides itself on its speedy delivery.

"I know how to cut through red tape and bureaucracy that bogs down the creative process," says Gold.

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Author:Young, Susan
Article Type:Brief article
Geographic Code:1USA
Date:May 5, 2015
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