To drive viewership (A25–54) to the launch of Fox’s reimagining of the classic series Doc Martin, our strategy leveraged show clips that set the premise of a cantankerous doctor at odds with the locals in his new hometown, while highlighting the series’ charming, quirky tone.   The song, “Mr. Blue Sky,” which was selected before a cut of the show was available,  set the tone for the show and campaign.  The premiere was Fox’s most-watched Tuesday entertainment telecast in nearly three years.