The Emmy Award-winning "Abbott Elementary" is ABC’s hit comedy that takes place in an underfunded Philadelphia public school. It follows a group of passionate teachers, an enigmatic janitor, and a hilarious principal trying their best despite the odds stacked against them.
ABC looked to celebrate "Abbot Elementary" Season 3, and invite returning fans and new viewers to tune into the February 7th premiere. The network looked to create a promo that would reward "Abbot Elementary" fans for their dedication to the show and to make something fun that would delight returning and new viewers alike.
To promote the premiere of "Abbot Elementary" Season 3, ABC released a fun, short, feel-good lip-synched cover of The Jackson 5 song "ABC." Featuring the cast of the show in character, dancing and grooving with psychedelic backgrounds, the fun is “unplugged,” with Mr. Johnson providing a bit of humorous alternative history of the song to the viewer.
The short music video engaged viewers with the beloved cast of "Abbot Elementary" and one of the world's most famous feel-good tunes and was great for getting viewers into the mood set by the series.
The promo channels the energy and colors of the 1970 hit song, and the '70s in general, to combine education with fun and excitement, while letting the "Abbott Elementary" let loose, giving a different view on the show's comedy and flavor. It expertly utilizes everything from old-school CRT televisions to trippy colorful backgrounds and only the hippest of dance moves, delivering fans and new viewers an enjoyable"Abbot Elementary" moment that shows exactly the kind of fun waiting in Season 3.
ABC's musical promo was a big success in exciting viewers for "Abbot Elementary." The season 3 premiere on February 7, 2024 brought in 5.91 million total viewers, a 1.84 rating in the key broadcast demo, and 3.10 million viewers in three-day multi-platform viewing.
