CBS Using Sexual Joke to Market Dr. Phil Drama 'Bull'

Bull - H 2016
David M. Russell / CBS

CBS is getting edgy to market its forthcoming fall drama Bull.

Billboards around Los Angeles (among other areas) and art appearing on the show's official Facebook page are using a suggestive double entendre to promote the drama starring NCIS grad Michael Weatherly.

The posters for Bull feature the phrase "He'll get you off" plastered over Weatherly's face, a play by the network to target the legal drama to Weatherly's female fan base.

Set to bow Tuesday, Sept. 20, at 9 p.m. ET/PT, Bull is based on the early career of Dr. Phil McGraw and explores his days as head of one of the most prolific trial consulting services of all time.

"This is not autobiographical; it’s not biographical; it’s inspired by, right? There’s a lot of fiction," McGraw said  of the drama earlier this month at the Television Critics Association's summer press tour. "One of the first things that we do is, I think, break two or three laws before the first commercial break. I wanted everybody to know that this is fiction, and it’s inspired by."

Check out the suggestive poster, below.