Adweek reveals the focus of ABC's advertising campaign to tour the prime-time Emmycast on Sept. 21.

Created by L.A. agency WongDoody, the promotion hails the 60th anniversary of the TV prize by focusing more on television stars of today and yesterday than the actual Emmy statuette, which has been the traditional approach in the past.

Tag lines: "Everyone on TV is going. Are you?" and "One night. Everything you love about TV."

Adweek says the ads "suggest the unlikely fantasy that the Muppets, Stan and Cartman from 'South Park,' the Fonz, Laverne and Shirley, Marge Simpson, the Incredible Hulk and Superman, among others, are on board," reports Adweek. "The centerpiece is a montage of 400-plus TV faces — a who's who in the history of the medium — that will run as posters and spreads in national magazines and newspapers. Print publications carrying the gatefold and print executions include Glamour, People Style Watch and Entertainment Weekly."

The Emmy ads will also appear on billboards and the sides of urban buses, etc.

"Procuring all the image rights for 418 separate stars (some of whom are deceased) was a logistic challenge 'a little bit like childbirth,' " according to agency creative director Tracy Wong, adds Adweek.

(Photo: ABC/ ATAS)