On my way through the warehouse to deliver vital marketing materials, I happened across one of the Receiving Clerks and just randomly asked him if he had seen the new Knight Rider show. He gave me a weird look, and I asked him again (I can do this, because this is the kid that likes driving after employees in his mini-fork lift while laughing maniacally). He just said “I was born in 1986, I’ve never seen it.”

Well…

Not to date myself, but I grew up on Knight Rider. And I highly anticipated this new show. I already watched the “backdoor pilot” back in February, and eagerly awaited its fall premier. The marketing for this show has been unavoidable, and it seems that NBC is pushing hard to insure that this revamped franchise works (two unsuccessful spin-offs and a couple of TV movies are out there). This sequel to the 1980s series uses a souped-up transforming Ford Mustang as the body for K.I.T.T. (the articially-intelligent car that is armed with all sorts of high-tech gadgets, and essentially the star of the show). Ford demanded the actor that was initially going to portray K.I.T.T.’s voice be replaced by Val Kilmer–due to that actor having an ongoing contract with GM for voice-over work. I think Mr. Kilmer does a likable portrayal of K.I.T.T. Ford’s helped to market the show by offering Mustang give-aways, and sneak peaks of the show on their site. The show itself often feels like a big marketing scheme–not only for the Mustang, but for the various bands whose songs seem to be blasted throughout the 44mins of the show.

And what demographic do YOU think hot babes, fast cars, and trendy music cater to?

The cast is a bit over-blown (the original show only had one tech for K.I.T.T., and Michael Knight aka David Hasselhoff had ONE boss). The new show features multiple (perhaps extraneous) technicians working on the Knight Industries Three Thousand, and Michael Knight, Jr. seems to get bossed around by two or three big-wigs–including FBI operatives. Unlike his other re-creation BATTLESTAR GALACTICA, which went on to be a huge hit for the Sci-fi Channel (an NBC Universal family member…hmmm), Executive Producer Glen A. Larson has allowed this new Knight Rider to be perhaps too hip and mainstream for its own good. BATTLESTAR had a dark, gritty, sometimes all-too-real edge that kept viewers coming back for more, and even frothing to watch all of the extra “webisodes” on the internet.

Don’t get me wrong, folks. I like KNIGHT RIDER 2008 for all of its cheese and glory. I will watch it to the bitter end, whether it’s 22 episodes or 8 years–it’ll be my one guilty pleasure…well…

I’ll just hope that Glen A. Larson’s other baby can evolve into the edgy (not necessarily as dark) action-drama that it has the great potential of becoming.

Mike Jenkins is a Graphic Designer in the Marketing Department of a medical supply facility in Sarasota, FL. There, he designs online and fax advertisements for the company’s products, as well as produces direct mail, print and signage design. He has worked in newspaper advertising for two years, and freelanced for three years before that. http://www.atomictron.com

Article Tags: Glen A. Larson | hot babes | K.I.T.T. | Knight Rider | Michael Knight | NBC | Universal
Filed under: Broadcast, Entertainment, Music, Television, Uncategorized, advertising