The New Promo For ‘Mr. Robot’ Has A Very ‘fsociety’ Feel

Above, please find a promotional video for the USA drama Mr. Robot. It’s not really a trailer for season two. It’s not even a teaser, if we want to be super technical about it, even though it is kind of teasing the new season, which debuts later this year. What it definitely is, though, is part of a push to promote USA’s edgy new network tagline, “We the bold,” which was just adopted to replace the substantially less edgy, “Characters welcome.” It’s fun to picture this change very literally, like a group of revolutionaries showing up to kick the old “characters” out of the network offices. Pack up your stuff, Hank from Royal Pains. The office plays techno now.

Anyway, Variety has the explanation.

The branding campaign and tagline launches today with on-air blurbs and a big digital push with an emphasis on social media. The tagline will be introduced in spots narrated by the characters of various USA series, leading off with Rami Malek’s angsty Elliot Alderson from “Mr. Robot,” in a spot that features unseen footage shot during the show’s first season. The phrase “We the Bold” will not be voiced but rather displayed in various fonts and fashions in all marketing materials.

Yeah. Not a trailer. But it’s still something, and by far the most Mr. Robot-y thing we’ve seen in a while, what with Elliot spouting off revolutionary rhetoric like the whole thing is an fsociety missive instead of a promo for a basic cable network that, until very recently, specialized in breezy series about hot shots in sunglasses and brightly colored dress shirts plying their trade near a beach. So this will do. For now.

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