A spot to promote AMC’s critically-acclaimed and controversial series Preacher, “Faith” was created as a misdirect-and-reveal promo that used a recognizable religious narrative and ultimately paid off with a nod to fans of the series in a “blasphemous” way. By using overtly generic stock video and an exaggerated voice-over the spot created a somber yet almost comical feel from the start. The stark and empty piano track that accompanied the video acted as a dog whistle to grab the attention of viewers and hold them until the turn at the end.
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