'Blair' bandwagon full

Spoofing promos proves to be bewitching

By JOSEF ADALIAN

NEW YORK -- Turns out the folks at ABC's "Two Guys and a Girl" weren't the first on the air with promos spoofing "The Blair Witch Project" after all.

While the "Two Guys" producers were able to get their ads on the air Wednesday -- a night before similar spots for NBC's "Stark Raving Mad" bowed (Daily Variety, Aug. 12) -- the promo wizards at CBS actually won the competish to play off of Artisan's spooky pic.

Without any fanfare, the Eye on Tuesday quietly bowed the first of several "Blair"-style ads hyping "Work with Me," a new CBS laffer starring Nancy Travis and Kevin Pollak. In addition, the net has prepared a "Blair"-like ad to promote the move of "Cosby" to Wednesday nights at 8, where it will serve as a lead-in to "Work with Me."

Ron Scalera, senior veepee and creative director of advertising and promotion for CBS, is not surprised at the sudden rush of "Blair" takeoffs. "It's a chance for everybody to catch the top of a wave," he said.