March 05, 2012 9:00am PT by Lesley Goldberg
Preview CBS' Arresting Key Art for 'NYC 22' (Exclusive Photo)
CBS is going big and bold with its upcoming rookie cop drama NYC 22.
In key art for the Robert De Niro-produced drama exclusive to The Hollywood Reporter, CBS marketing chief George Schweitzer says the concept for the campaign is to mix the story about the six NYPD rookies at the heart of the series with the tough demands that go along with patrolling the streets of upper Manhattan.
"Blue is for the New York police -- 'Men and Women in Blue' -- we used blue over black and white to make the title stand out," he tells THR. "Our goal for this ad is to build title awareness. The TV spots are in color and those will show how it all works together. We wanted to go big and bold with the title to get it out there."
The new cops -- played by Adam Goldberg, Leelee Sobieski, Stark Sands, Judy Marte, Tom Reed and Harold Moore -- will balance learning on the job with how they relate to their boss, their colleagues and the people they swore to protect.
Richard Price (The Wire) created the series and executive produces alongside Robert De Niro, Jane Rosenthal and Ken Sanzel. The drama, which was previously known as The 2-2, will premiere Sunday, April 15 at 10 p.m. and take over the time slot currently occupied by CSI: Miami, which will have completed its run of original episodes for the season.
Check out the key art below. What's your first impression?